Creative Excellence: How Intentionally Co-creating with AI Can be a Catalyst to Success
As part of a bold new series for LBB, Tag’s experts are set to challenge the tired notion of "creative excellence"—a term too often overused and under-delivered. With the rapid evolution of marketing, commerce, digital production, and localisation, Tag argues that it's time to reimagine creativity, pushing the boundaries of originality and innovation to meet the demands of a dynamic and shifting landscape.
Next in the series is Tag's head of customer success and client delivery Giulia Asselle who sees the endless potential and possibilities of AI, if it’s used correctly and with intentionality. Crucial for Giulia, and Tag at large, is seeing AI as a tool to be wielded by experts which then - and only then - will deliver on its grand promises.
Co-Creating with AI: Intentionality as the Catalyst for Creative Excellence
In today’s rapidly evolving digital world, AI is reshaping the landscape of creativity and collaboration. This isn't about replacement – far from it! It’s about enhancing human capabilities, fostering collaboration, and pushing the boundaries of what's possible.
When we think about AI, it’s easy to imagine a world of automation. But at its core, AI should be seen as a tool driven by human intentionality. How can creators harness the power of AI while maintaining their unique vision and artistic integrity? The secret lies in intentionality – a deliberate, thoughtful approach to using AI to amplify human creativity, not replace it.
AI serves as more than just an automation tool -- it's a co-creator. That’s why any and all use of AI at Tag will centre collaboration first, always.
This partnership allows us to tap into unexplored realms of creativity, combining human critical thinking with AI's computational power. Together they enable us to:
- Explore new content formats and styles rapidly
- Generate personalised content at scale
- Streamline processes, allowing more time for strategic thinking
- Democratise the process of creativity and content creation
- Remove friction from processes and promote fluidity
The result? Content that's not only more engaging and innovative but also tailored to individual preferences, driving higher engagement and conversion rates.
It's about intentional creation, where every AI-assisted step is a deliberate move towards more compelling, innovative outcomes, and more streamlined and efficient processes to get us to a more creative outcome quicker and faster.
We are not replacing human input rather we are adding another tool to the toolbox, one that still requires the human touch so that it can sensitively address a specific brief or audience. It’s about setting specific parameters, providing thoughtful prompts, and carefully curating AI-generated content (all of which needs to be trialled to get right) that human creators can guide AI towards creative and strategic goals.
Beyond speed and efficiency
AI isn’t just about speeding up processes (though it certainly excels at that!); it also introduces fresh perspectives and out of the box ideas that enhance creative outcomes.
Intentionality in AI co-creation fosters a growth mindset among artists and innovators. It encourages experimentation, critical thinking, and the development of new skills. As creators learn to articulate their visions more precisely to AI systems, they often gain deeper insights into their own creative processes and preferences.
In this new era, creative excellence isn’t just about producing great content; it's about:
- Consistently delivering personalised, relevant content at scale
- Adapting quickly to changing market trends and audience preferences
- Blending human creativity with AI-driven insights for groundbreaking content strategies
Applying AI to every aspect of what we do is not, and never should be, the end goal but it can become a collaborator that helps us uncover ideas we might never have imagined on our own.
And let’s be honest, AI still needs humans. It lacks the nuanced understanding of context, emotion, and cultural resonance that we as humans bring to the table. That’s where we step in, tweaking and ensuring the final product connects emotionally with the audience. That’s where we come in, making sure there’s still heart, empathy, and connection in what’s created.
Now is the perfect time to be curious, test, and learn. AI isn’t just for the tech teams—it’s for all of us. From marketers to creatives, we should all be experimenting with AI’s potential and seeing how it can enhance our work. AI is here to amplify creativity, helping us focus on the parts of our work that truly need human insight, intuition, and emotional depth.
Let’s embrace it!
