AI, it’s only 80% the capacity of humans…

At TAG, we've been having interesting discussions with ad and creative agencies as we’ve been researching the build of new tech. The interesting trend we’ve found is that many assert that tools like ChatGPT can only achieve about 80% of the quality of human creative strategy and will never do the job of their creatives or strategists. This belief extends beyond the creative industries. For instance, there's a widely held view in the construction sector that technology won't replace human workers anytime soon. It's a comforting thought for many, but it also makes us giggle. The truth is, we're on the brink of witnessing a major shift as industries either adapt or fall behind, much like the infamous Blockbuster versus Netflix saga.

AI has been part of our market landscape for a few years now, and it's already capable of producing 80% of the work we do. Imagine where it will be in two more years. While humans will still need to be involved, AI is an efficiency-enhancing tool, a hack that lets us leap forward. It allows our imagination to explore more, bigger, and better possibilities.

Recently, a billboard ad by Belgian agency Impact has sparked a conversation about AI's limitations. The ad, positioned around an under-construction building, boldly reads: “Hey ChatGPT, finish this building…Your skills are irreplaceable.” The message, which quickly went viral, highlights a common belief: certain skilled jobs, such as construction work, are beyond the reach of AI. Impact's social media post further emphasized this point: "AI can do a lot. But AI can’t finish this building on the Keyserlei in Antwerp. “AI can't fix a leak or install a heating system, either. Crafts(wo)men are here to stay, and they deserve to be recognized. Their skills are simply irreplaceable."

This ad resonates with many because it underscores the tangible, physical skills that AI has yet to master. However, this perspective overlooks the rapid advancements in robotics and AI integration into various industries. For instance, AI-powered robots are already being used to perform repetitive and dangerous tasks on construction sites, enhancing safety and efficiency. These robots can lay bricks, weld, and even 3D-print building components.

As a real-world example, Amazon has been at the forefront of integrating AI-powered robots into its warehousing operations, revolutionizing the way goods are stored, retrieved, and shipped. Since acquiring Kiva Systems in 2012, Amazon has deployed thousands of autonomous robots in fulfilment centres worldwide.

These robots, equipped with advanced machine learning algorithms and computer vision, efficiently navigate the warehouse floors, transporting shelves of products to human workers for packing and shipping. This integration has significantly increased efficiency and accuracy, reducing the time from order to delivery and minimizing human error. The AI robots can work continuously, optimize space utilization, and adapt to changing warehouse conditions, enabling Amazon to meet the growing demands of e-commerce with unparalleled speed and reliability.

By leveraging AI technology, Amazon has set a new standard for logistics and fulfilment, highlighting the transformative potential of AI in the warehousing industry.

The key takeaway is that AI and robotics are not just about replacing human labour but augmenting it. They free humans from mundane and hazardous tasks, allowing them to focus on their work's more complex and creative aspects. In the ad industry, AI can handle data analysis, trend prediction, and even generate creative content, enabling human creatives to refine and elevate these outputs.

At TAG, we're not just observing these trends; we're actively working to integrate AI into our processes, aiming to replace ourselves with technology where possible. This approach doesn't mean we're eliminating human roles but rather transforming them. By leveraging AI, we can push the boundaries of what's possible, exploring new frontiers of creativity and innovation.

As industries grapple with the rise of AI, it's crucial to adopt a forward-thinking mindset. Embracing AI as a tool for efficiency and innovation, rather than fearing it as a replacement, will be the key to staying ahead. The future belongs to those who can see beyond the present limitations and harness the full potential of AI to drive progress.

While AI may not yet be able to finish a building or fix a leak, its capabilities are expanding rapidly. Those at the bleeding edge of technology will out-innovate and outlast those with a narrow vision. The professionals who adapt and collaborate with AI will lead the charge into a new era of work, where human ingenuity and artificial intelligence combine to create a future that's bigger and better than we can currently imagine.