AI AND CREATIVE RESISTANCE
start is large language models (LLM). LLM is an AI algorithm that uses deep learning techniques and massively large data sets to know and understand how humans interact and speak allowing a more humanizing experience with the user.
Meanwhile, Mr. Chee of BPI shared anecdotes about how their company came up with the idea of using artificial intelligence not only for their employees but also for their customers.
“For us in the digital space, it’s really on how we can help our clients better their management of finances. On the other side, it’s also about the business itself. How we can better be more efficient so that we can better serve our clients.” Mr. Chee said when asked about why BPI began using AI.
Additionally, Mr. Erestain said that brand builders and advertisers can start small by pinpointing areas in their work where AI can help; but they have to do so immediately.
“What you need to do is to identify that small process or small need in your brand-building process where you think AI can help you. Then, you can ask for help from others, like Thinking Machine, and get experts to help you navigate the AI journey,” the Adspark COO noted.
One of the misconceptions floating around when it comes to AI is that it might cause job displacement. Among all the people in the brand-building industry, individuals from the creative side are always the most resistant when it comes to AI. This is because AI makes their jobs easier and may eventually replace them.
Regarding this misconception and resistance, Ms. Marquez noted that several factors have to be considered when it comes to this conversation, including a brand builder’s relationship with their people, knowledge about the wonders of AI that they use in their daily lives, and the fact that AI can be a tool that helps them.
Another concern that creatives may have when they use AI is how they can be too dependent on the technology. When a participant in the meeting asked about this dependency, he noted that while AI does make his work more