Last year was the time for mass generative AI experimentation, while 2024 is the year of mass generative AI application. For some, it’s been a big shift—we’re moving from a world where we used technology to make something to a world where we’re collaborating with technology to create something. We’re finding ways to work with our new AI partners: to brainstorm, to reflect, to iterate and ultimately to create.
As we roll into 2024, understanding the role of generative AI is key: AI content is not an output. There’s no world in which our best work comes from simply pushing a button and pasting the result into a deck. Rather, AI is a powerful input, one that can help us find our best work at every stage of the creative process.
Amplification, not replacement
AI is not replacing you. The creative spark that has made you “you” throughout your career is irreplaceable, after all. Think of AI as your giant Marshall amplifier. It’s there for you to plug into and riff off of your ideas, providing a sandbox of possibilities that you might not have considered, and always ready to turn any of them up to 11 with the flip of a switch.