10 lessons on AI-enhanced creativity
Here’s what Lunch&Learn had to say about creativity and AI.
AI, a revolution on a par with the printing press or the Internet
The presentation opened with a striking comparison: AI would be a revolution comparable to those of writing, printing or the Internet. It promises to profoundly transform content creation, freeing up time and increasing the capacity for innovation.
A 4-phase path to AI maturity
Companies generally go through four stages: apprehension, exploration, strategic thinking and industrialization. The majority of our marketing managers are currently between exploration and strategic thinking.
Understanding roles: prompt, assistant, agent
Three key concepts have been clarified:
- Prompt: AI instruction
- Assistant: personalized AI
- Agent: autonomous AI capable of interacting with external systems
Creative quality is more than ever a performance driver
According to Nielsen Catalina, 75% of advertising effectiveness comes from the quality of the creative. AI or not, the idea, execution and understanding of digital practices remain the pillars of good communication.
Creating with AI means structuring for impact
AI helps to generate ideas, produce, vary and distribute content. It helps capture attention from the very first seconds, whether on social networks, YouTube or newsletters.
5 key steps to mastering ChatGPT
The session delivered a 5-point methodology:
- Customize the tool
- Structure your prompts to avoid lengthy Messenger-style dialogues
- Choose the right model for your needs (e.g. GPT-4o for multimodality)
- Using specialized GPTs
- Create your own GPT for recurring uses
Create large-scale multi-format content
AI facilitates creation:
- Hard-hitting ads
- Dynamic social videos
- Scripted podcasts
- Practical guides and fact sheets
- Case studies or customer testimonials
The story arc, a storytelling asset
Problem/Solution, Micro-storytelling, Hero’s Journey, Mystery Box… these are just some of the storylines that AI can integrate to make content more engaging. These narrative structures increase emotional impact and memorability.
AI, a lever for production AND optimization
Beyond creation, AI also enables content to be tested, compared and adjusted according to user feedback or advertising performance, for finer-grained performance management.
The human touch remains indispensable
Finally, a point of consensus: AI does not replace strategic vision, artistic sensitivity or customer knowledge. Rather, it enhances the creativity of teams, giving them the means to produce more, better and faster.
In conclusion
AI is already a concrete ally for marketing professionals. Far from fantasies or fears, it opens up new horizons for more relevant, personalized and effective communication.
