27,February 2023

The Power of AI and Human Creativity: A Winning Combination

“I believe the true power of these technologies and tools are not to replace creatives, but rather make us more efficient,” said Ben Williams, TBWA Worldwide global chief creative experience officer. “There will always be a need for and value in creative direction, human curation, human refinement of an idea and decision making in terms of what is right for the brand we’re working with.”



While organizations are still experimenting with AI as the space grows, using it in a range of ways from moderating content and brand safety to implementing it in their communications strategy and creative products, a creative agency can brace for the future and grow by implementing the following strategies:


Embracing technologies

Embracing and investing in new technologies such as AI, VR, AR, and chatbot integration will enable the agency to offer a wider range of services and stay ahead of the competition.


Diversifying the services

As the digital landscape evolves, the agency needs to be able to adapt and offer new services such as social media marketing, influencer marketing, and e-commerce optimization.


Focusing on data-driven decision-making

By using data analytics and insights, the agency can better understand its client’s needs and tailor their services accordingly.


Building a strong team of experts in different areas of digital marketing

A diverse team with a range of skills and expertise will be better equipped to tackle complex projects and stay ahead of industry trends. Building a strong and positive reputation in the industry by delivering high-quality work, providing excellent customer service, and is known for their creativity and innovation.


Networking and collaborating

Partnering up with other companies and experts in the industry can help the agency stay informed about new trends and technologies, and generate new business opportunities.


Continuously learning

Staying up-to-date with the latest industry trends and best practices helps the agency stay ahead of the competition and offer the best possible services to clients.

Developing a strong online presence through a website, social media, and other digital platforms will also help the agency reach a wider audience and generate more leads.


Building and maintaining strong relationships with clients

By understanding its goals and objectives, the agency can provide better and more effective services, which will lead to more repeat business and positive word-of-mouth recommendations.


Investing in the development of its employees

By providing training, mentoring, and professional development opportunities for employess, the agency can retain its best talent and attract new talent.



Additionally, PTG believes these AI-driven tools may spur greater changes in training and management at organizations. If a client has data on complaints about the company, for instance, the agency can recommend strategies on paid media and other customer service retraining for employees. They can use the data to help the client with solutions on the inside that impact perceptions on the outside.