Creative directors urge creatives to brace for stormy future

By Zion Rufus

Professionals across the creative sphere have urged creatives to prepare for a stormy future as the world grows increasingly reliant on technology and businesses explore innovative ways to operate under unprecedented circumstances and reach their consumers.

Speaking on how emerging technologies will disrupt the creative industry in a LinkedIn post tagged ‘Will AI take your creative job?’ Rodd Chant, creative director and founder of Chant, explained that although it is unlikely that AI will completely take over creative jobs in the near future, the ‘near future’ and what lies beyond that ‘near’ is what creatives need to worry about and prepare for.

He advised: “It’s early days, and with each new day we see another development with AI technology. But one thing is for sure, AI is here for good and will only get better. It is not going away. If, as some predictions suggest, the AI becomes sentient, then the game changes completely, again. So my suggestion is to grow up with it to better understand it as it evolves, and as such we will evolve alongside it.”

“I am also recommending that people look ahead. I believe that the advances that will be made are beyond anything we can imagine. So what it is today will be incredibly different to what it will be in 5 years. Either way, best to embrace it and learn to work with it, alongside it, rather than resist it.Think ahead of the curve. Look at where it could go or where people who master it could take it. Currently, AI needs human input, instructions, creative briefs, and creative direction. So it is time for you to think about how you can integrate it into what you do, or think about how it could benefit some clients and brands.”

Validating Chant’s viewpoint, former SO&U Creative director, Chris Ogunlowo  urged creatives to embrace AI as a necessary sidekick to make the creative landscape a better place. According to Ogunlowo, only creatives who are caught in the transition, either by deliberate ignorance or by accident of fate, would be left behind.

He said: “The apprehension about an impending chaos, about loss of jobs, of everyone losing agency, of outsourcing everything to robots, seems melodramatic. It’s often the nature of a tech of this nature to change things at unprecedented scale. One wonders the extent of the change that electricity brought in its early days. In retrospect, all those fears and skepticisms are history now. Humans being humans will adjust. Everyone’s going to get on with the programme. AI, I believe, would create more factors than it destroys or disrupts.

Mike Muligano, creative director, founder, and CCO at OnyxApex revealed that just like all tech advancements in the past, it’s the pros that will eventually adopt AI and incorporate it into their work, pushing it and evolving it to make it better.

He said: “I’m in a position where I talk to many artists, designers, photographers, even reps. As early as we are with AI, many professionals rejected it initially. Then chose to ignore it. Now many are exploring using it. So 100% AI is here to stay.”

Creativity is an art form that transcends and shapes industries. Many creative industries, such as the arts, are driven by human emotion, expression, and interpretation, which are difficult for AI to replicate.

However, professionals agreed that although it is unlikely that AI will completely take over creative jobs in the future, in order to remain relevant, creatives must continually evolve and provide inspiring innovations.




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