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Friday, September 29, 2023

Generative AI and the New Creative Landscape

By Gabriel Bridger — SVP Executive Creative Director
Generative AI and the New Creative LandscapeSVP Executive Creative Director — Gabriel Bridger

Generative AI is ushering in a new era of creativity that will offer unprecedented opportunities for innovation and transformation. The result will reshape the digital experience landscape and unlock of innovation for digital design and strategy professionals. But how can we get there while maintaining a human-centered approach and continue to push creative boundaries?

From accelerating content creation and enhancing conceptual thinking to improving predictive analytics, Generative AI is becoming an indispensable tool for those focused on world-class digital experiences. It's not only pushing the pace of work and improving efficiency but also enabling more informed and strategic decision-making. This technology will empower experience leaders to navigate the complexities of today's business landscape, resulting in better business outcomes.

However, this isn’t just a fleeting trend or technology. Generative AI will be a seismic shift that necessitates a reevaluation of our traditional models of working and value creation. It even impacts the very notion of creativity itself. With a technology that has an opportunity to be so profoundly impactful, it’s essential to consider the core tenets that we will want to always align to.

Much like Rightpoint’s Experience Principles that ground and inspire us, we have developed some principles of generative AI driven experiences that guide us in using this new and extraordinary technology.

Curation is Creativity

Curation and inspiration have always been part of the creative process. But in this new model, individuals are not just creators producing original content but also curators who apply their domain knowledge and human instinct to ensure that the output generated by AI aligns with strategic goals, audience expectations, and brand values. This shift towards a creator-curator model has significant implications.

Generative AI can automate routine tasks, freeing teams to spend more time defining opportunities, reframing problems, and making critical decisions about the relevancy and applicability of creative thinking in experiences. Ultimately, we believe this not only makes teams more creative and productive but also results in higher fidelity concepts arrived at quicker.

Generative AI can help generate new ideas, test hypotheses, and iterate on strategies more quickly, thereby accelerating innovation. This leads to not just a more efficient use of time and resources but the ability to get to innovation faster and more effectively.

The hybrid role of creator-curator also prepares creative professionals for the dynamic nature of the industry, equipping them with the tools and skills needed to adapt to changing market conditions rapidly. As such, the role of the curator is integral to maximizing the benefits of generative AI in the creative process.

Data Driven Decisions Need Human Instinct

While Generative AI offers deep analytical capabilities, providing a wealth of data and patterns that would be challenging and time-consuming for humans to extract manually, it also has the potential to discover new patterns and variances that might otherwise go unnoticed. However, it is human instinct that truly unlocks the potential of this complex data. Humans still possess the unique ability to interpret, contextualize, and apply these insights, transforming raw data into actionable intelligence.

For instance, when analyzing patterns in data, such as bounce rates or changes in Average Order Value (AOV), AI can identify the patterns, but the interpretation of these patterns—especially in the face of high variability— will still require human instinct born from experience. It’s still the designers and strategists that will run point in discerning subtleties and nuances in the data. They will continue to be the ones understanding the implications in the context of the competitive landscape and market trends making strategic decisions in a world of ambiguity that Generative AI cannot match.

This human instinct is irreplaceable and remains a critical part of the iterative design process. Even as we leverage the power of AI to bring forth more complex data and patterns quicker, it is the human insight that transforms these into meaningful, actionable strategies, driving creativity, innovation, and business outcomes. It is a brilliant new partnership and a major leap forward in business intelligence actionability.

Transparency in Personalization

For over a decade, the vision of delivering personalized experiences in commerce has been a tantalizing prospect, yet hard to implement and even harder to maintain. Brands have long aspired to tailor their offerings to individual customer needs, but the realization of this vision has often been hampered not by the lack of technology but people to create unique content for endless customer segments.

Generative AI is set to revolutionize this landscape. It enables brands to shift from broad segmentation to real-time, 1:1 personalization, fostering higher engagement rates and cultivating long-term customer loyalty. With Generative AI creating the content (potentially in real-time) the barrier many brands have been struggling with suddenly goes away. This level of personalization can drive higher conversion rates, as customers feel more connected to and understood by the brand, leading to increased revenue.

By utilizing knowledge and patterns from a user, Generative AI can aid in cross-sell or up-sell opportunities, guiding users on a path that yields superior outcomes for the retailer in a seamless and intuitive manner. This significant revolution in commerce finally delivers on the long-standing promise of truly personalized experiences.

But finally being able to leverage personalization at this scale and with this level of specificity requires thoughtfulness and ultimately transparency. Users are increasingly aware of their data being used for tailored experiences, but this takes it to a new plateau. Being transparent about how these experiences are created and servicing them will build trust in brands and the experiences themselves.

A Human-Centric Catalyst for Growth and Efficiency

Generative AI will be the biggest technology revolution since the personal computer. And like the PC (which Steve Job’s famously called a bicycle for the mind), it has the ability to be a multiplier effect on humanities ingenuity.

Generative AI is more than a technological innovation; it's a critical tool that empowers human creativity and strategic thinking, revolutionizing processes and optimizing resources. At Rightpoint, we harness this transformative potential responsibly and ethically, integrating it into our Total Experience methodology. This approach recognizes the interconnectedness of all experiences, powered by technology and driven by human-centric design.