There’s an AI for That: How We Approach and Use AI

While those concerns are valid, these questions frame AI as a replacement for human ingenuity. Instead, think of AI as one of the most powerful, versatile and complex tools humanity has ever created. In the hands of a skilled operator, AI can create, manage and deploy remarkable creations. But at this stage, the output is directly shaped by the quality of human input.

At Copperwing, we believe the right question isn’t what can AI do, but what can we do with it? AI has ever-expanding capabilities, but creativity is an irreplaceable human element in the branding and marketing fields.

Here are some uniquely human contributions that AI has yet replicate:

• The “Why”: AI doesn’t have motivations or intentions. It doesn’t possess beliefs, emotions or a unique worldview that it wants to express. It follows prompts and programming. The why behind the creation – the message, the feeling, the story – comes from human solution seeking.
• Emotional Nuance: AI can compose text, images, music and videos, but it takes a human to touch the soul. Human creativity is rich with emotional depth that comes from real, lived experiences with joy and pain. AI can mimic these experiences, but it lacks genuine understanding and empathy, and this disconnect comes through in the final product.
• Originality vs. Remixing: While AI can produce novel combinations, its output is fundamentally derived from its training data and programming. True originality often involves breaking established patterns—something humans, with our capacity for abstraction and rebellion, are uniquely suited for.
• A Moral Compass: AI doesn’t have a conscience. It can’t evaluate the ethical implications of its output or make value judgments beyond its programmed parameters. Human creators remain the curators, editors and ethical gatekeepers. This area is one of particular concern as AI has rapidly become entrenched in society with very little policy or protections to check its usage.

The Future of the Creative Field is Collaborative

With the AI revolution, we have more branding, content and marketing tools at our fingertips than ever before. We should view AI as a companion in the creative process. We must treat this technology carefully and responsibly. It’s on us as an industry to ensure that we do not use it as a crutch. Human creativity will be greatly diminished if we look to AI to solve all of our problems. The most successful designers, writers and creative thinkers will recognize that AI’s true power lies in its collaborative and brainstorming abilities.

How to Level Up Your AI Skills 

To thrive in this new AI era, we recommend the following six steps:

Step #1: Recognize Where AI Excels

• Pattern Recognition and Replication: AI models are trained on massive datasets. They learn patterns, styles and structures, allowing them to generate content that fits those learned parameters.
• Executing Complex Instructions: Give a well-defined prompt, and AI can execute it with remarkable speed and efficiency.
• Handling Tedious Tasks: Need to summarize 100 research papers? Analyze vast spreadsheets? Generate boilerplate code? The right AI can handle those tasks and free you up from the monotony of busy work. But remember, AI can make mistakes just like people, so it’s important to fact check and proofread every output to ensure accuracy.
• Exploring Possibilities: AI can generate countless variations on a theme, helping creators break through blocks or explore avenues they hadn’t previously considered. Brainstorming is where AI shines.

Step #2: Identify the Ways that AI Can Serve Your Business 

• Research and Marketing Assistance
• Data and Market Insights
• Consumer Behavior Analysis
• Audience Segmentation and Content Personalization
• Social Media and Campaign Management
• Customer Engagement and Support
• Project and Workflow Management

Step # 3: Be an Early Adopter

• Integrate AI into Your Business: Don’t resist it. AI provides many benefits, so you should take advantage of these opportunities and leverage them as a competitive advantage in your field. Even low-tech industries will be transformed by the massive technological leaps that we are experiencing.

Step #4: Train Your AI Tools with Better Input 

• Use the Customization Tools Built into AI Software: Don’t just use the default settings. If you use a platform regularly, take the time to adjust the settings to your needs.
• Craft Effective Prompts: Guide the AI and coach it with the right questions and feedback, allowing it to iterate more intelligently.

Step #5: Critically Evaluate Output

• Don’t Be Lazy: AI should not replace the editing and refining process. Don’t just copy and paste. Think critically and edit rigorously. Knowing when the AI’s suggestion is brilliant or mediocre is where industry experience is vital.

Step #6: Experiment with Different AI Solutions 

• Be Strategic: Learn new tools that are specifically useful to your business. Don’t worry about learning all of the latest tools or trends. Be intentional with your time and the tools you use.
• Start with These Where Applicable:

• • Chat GPT
  • Claude
  • Copy.ai
  • Perplexity
  • CoPilot
  • Grammerly
  • Adobe Firefly
  • MidJourney
  • Google AI Studio
  • Canva Magic Studio
  • HeyGen
  • Descript
  • Jasper Ai
  • Notion
  • Hootsuite
  • Buffer
  • ManyChat
  • Monday

AI’s role in the creative industry will only continue to expand. But at the heart of every great brand, campaign and story is human creativity. No machine can replicate our ability to think, feel and innovate. At Copperwing, we see AI as a powerful resource in the creative process. By understanding its strengths, refining our inputs and applying our expertise to shape its outputs, we can harness AI’s potential while keeping the human touch at the center of our work. The future of creativity isn’t a competition between AI or humans. It’s both, working together, to build something more impactful and inspiring.

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