AI in the realm of creativity
Combining human creativity with AI tools

In the ever-evolving landscape of creativity, there's always a push to go beyond the usual and explore the remarkable. In my 15 years crafting B2B creative, one thing has always been consistent: creativity has been synonymous with our human imagination, fuelled by intuition, learning from others, and experience. However, as technology marches forward, we’ve seen the rise of a new contributor to the creative scene: artificial intelligence (AI).

AI, once relegated to data crunching and automation, is now everywhere. We’re no longer just generating images or writing copy, we’re seeing more sophisticated outputs like creating content at a vast scale, generating videos and even composing music. It’s no wonder we’re all talking about it. This blend of technology and creativity brings up a host of ethical and legal considerations, especially for us creatives: what’s the future role of human creators in the AI era?

Not quite. What fascinates me is AI’s potential to enhance human creativity. AI isn’t here to take over; it’s here to be a partner, boosting our creative powers.

Like any tool, the output from an AI platform is only as powerful as the person using it. At Revere, we’ve seen real success when we’ve taken AI-generated imagery from tools like Midjourney and then used the animation skills of our own Motion team to add movement and typography – bringing that extra ingredient to make it meaningful. 

Dipping your toes into AI

Ultimately, the integration of AI into our creative process opens exciting possibilities to push the boundaries of creativity in B2B. By harnessing the power of AI, we’re able to generate initial concepts to bring an idea to life quickly for a client, or upscale an image that might not quite be of optimum resolution. All things that would have taken a vast amount of time only a couple of years ago and can now help us shape and improve efficiencies in our creative delivery.

As we look to introduce new and exciting tools, it's essential to approach AI with both curiosity and caution, recognising its possibilities and understanding its impact. That’s why our vision for harnessing AI in our creative work is underpinned by the unique human value our people provide. It’s this understanding that’s galvanising us to ensure we embed a human touch into every creative engagement with AI.