The explosive growth of generative AI over the last year has been truly phenomenal. Kick-started by the public release of ChatGPT (was it really only a year ago?), it’s now everywhere. Keen to ride the wave, every app from Office to eBay has been adding generative capabilities, and growing numbers of us are finding uses for it in our everyday and professional lives.
Given its nature, it’s not surprising that content creators, in particular, have found it a powerful addition to their toolset. Marketing agencies, advertising creatives, news organizations and social media influencers have been among the most enthusiastic early adopters.
While it brings great opportunities for improving efficiency and automating manual, repetitive elements of creative work, it also throws up significant challenges. Issues around copyright, spam content, hallucination, the formulaic nature of algorithmic creation and bias all need to be considered by professionals planning on adopting it into their workflow.
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