First and foremost, I want to thank ChatGPT for being an effective partner in correcting my spelling for this post. With the rapid emergence of artificial intelligence tools, communication agencies specializing in website creation, logos, and visual identities find themselves at a decisive crossroads. Questions are pouring in not only from our teams but also from our clients and creative partners, whether they are copywriters, designers, or other industry players.
Rather than remaining passive, my partner Steven van Boxtel and my colleagues Sandra Lomprez, Grégoire d’Otreppe, Dimitri Bertin, and Gyozo Galcsik and I decided to dive into the world of AI. We tested these new tools, put them to the test, and collaborated with them to draw concrete lessons. Here are some reflections from this collaborative work.
AI: A revolution in communication agencies?
Artificial intelligence has undeniably disrupted the world of communication agencies, especially on the surface. It is crucial to remember that AI remains, first and foremost, a tool. It can generate content bases, but it in no way replaces the expertise of seasoned copywriters or translators, those who understand their craft and the specific needs of their clients. Similarly, for visual creation, while AI can generate custom images, the results are still often imperfect, requiring many hours of work to achieve a satisfactory outcome. This has even given rise to a new profession: the “Prompt Generator.” And this is just the visible surface of AI, which also extends to web development, data analysis, social media management, and translation.
The limits of AI
Where AI reaches its limits is in pure creativity, critical judgment, and the ability to approach complex and instinctive situations. AI relies on human data without being able to transcend it. Some believe that AI-generated creations are innovative, but they remain dependent on the user’s skill level. To achieve quality results, one must invest time, references, and extensive testing… and thus, a lot of money.
A new tool for communication agencies, but not a replacement
Twenty years ago, software like Photoshop and Illustrator revolutionized the visual creation industry. Today, AI pushes creatives further, but it does not replace human ingenuity, our ability to make unique connections, and our empathy. AI is a current trend that will gradually integrate, but humans remain at the heart of innovation.
And you, how are you integrating AI into your projects? Share your experiences and thoughts with us!
