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How to use AI strategically in creative spaces

On June 22, Aashish Arora, Interactive Designer at Globe Content Studio, interviewed Mike Dobell, Chief Innovation Officer at Jam3. Jam 3 is a global design and experience agency that solves complex problems between people and technology. During our latest episode of Studio Sessions, they discussed artificial intelligence’s (AI) impact on the creative industry.  Here are three ways takeaways for creatives who want to leverage AI as a co-pilot – not as competition! – when building content.  


Harness AI as a powerful co-creator for designers 

Leveraging the best that AI has to offer allows designers to be armed with a powerful assistant and even co-creator for their day-to-day work. Dobell recalled a time when he spent all day tediously rotoscoping hair for a video.  Now, that task can be automated within seconds. From the brainstorming process through to the final design, new AI tools can make the creative process smoother and more efficient, freeing up precious company time.   

Grow and scale through hyper personalization  

As the design process speeds up, it creates opportunities for designers to deliver deeply personalized products to meet rising expectations from their customers. Similar to how programs on apps and advertisements have become more personalized, now there’s potential for content to be even more specialized. Whereas before, marketing costs for such personalization may have been viewed as “impractical”, Dobell said, designers can now offer more value and customer service through AI to their clients.  

Focus on curiosity and communication to embrace AI’s capabilities 

Currently, AI takes existing information, whether it’s written text, images, or code, and reorganizes it to create something new. “I think the process of design is solving a problem,” Dobell said. “It means asking clients great questions on what business problem they want to solve through design and having the capabilities to execute that on a large scale.” According to Dobell, a designer’s primary focus should be leveraging curiosity and unique insights to guide AI tools by using it’s capabilities to support finding the answers we’re seeking.  

Written by: Araash Chothia, Junior Marketer, The Globe and Mail

Re-watch this episode of Studio Sessions here:

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