How does AI impact our creative professionals?

We have asked our creative professionals about the true impact of AI tools on their work. Questioning the role of human creativity in the modern AI era, let’s dig into the ethical issues, challenges and possibilities AI offers to transform the way creative professionals work nowadays with Constanza Davreux, Social Media Manager at Criteo. 

Could you tell us a bit about your current responsibilities here at Criteo?

In my current role at Criteo, I am involved in various aspects of global social media campaigns and corporate events. In certain instances, I take the lead in crafting a social media communications plan, doing copywriting, overseeing creative production, and conducting thorough reporting. My role also extends to providing support in campaign execution when I am not directly involved in crafting the overarching strategy. Additionally, I lead the community management front for our main global corporate channels: LinkedIn, X, Facebook, Instagram, and YouTube. On top of that, a big part of my role involves managing processes that facilitate seamless social media post-approval workflows and leading social media onboarding sessions for new hires. These sessions provide valuable insights into platform dynamics, best practices, and a comprehensive overview of our social media management workflow. The goal is to build a team that is well-equipped to contribute effectively to our social media endeavors. 

What do you like the most about your job?

I particularly enjoy the dynamic nature of my role, which encompasses a wide range of tasks and responsibilities. From copywriting to developing social media strategies, conducting performance analysis on social media posts, overseeing the social media management workflow, and facilitating training and onboarding sessions, each day brings unique challenges and opportunities for creativity. What truly resonates with me about my role is the seamless integration of creativity and analytical thinking it demands. Conducting A/B testing to refine our strategies and enhance our social media performance is both stimulating and rewarding. Moreover, community management offers the chance for real-time engagement with our audience, enabling me to discover new content ideas and foster genuine connections. These experiences not only contribute to my professional growth but also deepen my understanding of the ever-evolving advertising industry. 

Do you use any AI tools in your daily work?

I do! Nearly every social media management platform now incorporates AI tools, which are invaluable for fast-paced teams like ours in rapidly developing relevant and insightful organic social media copy tailored for each social media platform.

How does it impact your tasks, projects, and workload?

These tools are key as they help us save time and work more efficiently to achieve our team goals. They also serve as a source of inspiration and creativity by recommending various angles and approaches that enable us to resonate with our audience on a deeper level.

In your opinion, are AI tools enablers or rather blockers of creativity?

I strongly believe that AI tools enhance creativity. For instance, I frequently encounter significant PR mentions that merit quote retweeting. This practice helps to continuously reinforce our position as thought leaders in the advertising industry. In such cases, I use AI to quickly summarize the key points of the article. Then, I brainstorm different copy options to finally create my own by combining elements from the various suggestions I collected, ensuring it aligns with Criteo's tone of voice, our social media strategy, and copywriting best practices per platform.

To you, will AI tools necessarily change how creative professionals do their jobs?

I think AI tools are changing the way we work already. Creative professionals should adjust to this new reality and learn how to work with these tools as soon as possible. Otherwise, they risk being left behind. I believe AI tools enhance our work, and we should make the best out of it. However, not everything is a bed of roses. Let me give you an example. With the recent launch of Sora, OpenAI's video model capable of creating realistic and imaginative scenes based on text instructions, ethic-related discussions have emerged. It's no news that video has a big impact on society, but now these AI-generated videos have the power to reshape narratives in a very realistic way, making it imperative for professionals to be extremely cautious. Ensuring honesty, protecting brand integrity, and considering the broader societal implications become paramount responsibilities. As creative professionals, we must navigate this new terrain with care, prioritizing the integrity of our work and its impact on society.

If AI could handle the creative essence of your job, would you keep doing it?

This is an interesting question. I believe AI should serve to amplify our strengths and facilitate our professional development. If its integration begins to interfere with our career growth and jeopardize job opportunities, potentially replacing the essence of our work, then we must adapt. We should be prepared to explore alternative avenues that can continue to empower us as human beings. Embracing change and committing to ongoing learning is essential to navigating the evolving landscape of technology and employment.

In the AI era, which skills must modern creative professionals get?

In the age of AI, modern creative professionals must prioritize adaptability and flexibility, to continuously navigate shifting landscapes. Cultivating curiosity and staying informed on AI and machine learning by actively consuming podcasts or reading daily news is crucial for staying ahead of the curve. Moreover, integrating technology seamlessly into our workflow is crucial for standing out in a competitive market. I truly believe we shouldn't fight against AI but rather embrace it, while at the same time, recognizing the importance of our human nature, which thrives through collaboration and teamwork. Within these collaborative dynamics, the most extraordinary creative ideas can flourish.

Does human creativity remain indispensable? How so?

While AI and technology have advanced significantly, they are still behind in matters such as emotional intelligence, intuition, empathy, and the ability to think outside the box, abilities that are crucial during creative processes. Also, humans possess a unique ability to address problems, think strategically, and generate creative content based on their personal experiences and industry expertise. For example, we can gather invaluable insights about stakeholder challenges and client needs through in-person events — areas that AI hasn’t mastered yet. I believe human creativity continues to play a crucial role in many fields, including art, design, science, and business, driving innovation and progress in society.