The Rise of Generative AI: What's Required of Marketers and Creators Moving Forward

"The First Year of AI Assistants"

In this series, we overviewed generative AI technology in Part 1 and explored chat search and changes in information access in Part 2.

The possibilities of language-based and image-based AI, starting with chat search, are expanding rapidly. So, what skills should we acquire in such an era?

Re-examining tasks potentially replaceable by AI reveals that even work previously requiring humans to combine multiple tools (like search engines and free resources)—such as "generating desired images" or "conducting research on your behalf"—can now be handled by AI. For intellectual labor not demanding originality, it seems much of it can already be delegated to AI.

Furthermore, as discussed in the first article, the barriers to customizing these AI tools are steadily lowering. Rather than using AI as-is, we can now tailor it to specific goals, applications, and our own strengths. (Asking ChatGPT to "play the role of XX" follows the same principle.)

For example, I combined several tools to create a tool where AI, taking on the role of various stakeholders, critiques my ideas. It's for when I think I've come up with a great idea! It helps me cool down and think clearly. (I tend to act on impulse most of the time...)

Nicknamed "Opinion-Giver." It gets criticized by everyone, helping me cool down.

Thinking about it this way, perhaps the future of intellectual work will see a shift from merely "using" AI tools to actively "creating and nurturing" them.

Creatives will cultivate AI to broaden their sensibilities, while business professionals will develop AI to gather essential information and streamline tasks—effectively "commanding" these tools. While AI handles research or tasks, users can delve deeper into specific information, explore new fields, or formulate hypotheses. This approach to work seems poised to expand.

In that sense, 2023 could be called the "Year One of AI Assistants."

The Era of Building Your Own Personal AI Tools

Cultivating AI like nurturing a bookshelf.

Looking back, we've always built our own strengths ourselves.

For example, your bookshelf holds the books you've read over the years. Your unique knowledge and experiences, different from anyone else's, remain tangible there. This is precisely what makes each of us unique and forms our strengths.

Similarly, your social media feed or timeline displays posts from people you follow—those you seek inspiration from or deem valuable information sources. This too is a tool for gathering optimal information and nurturing your own sensibilities.

AI operates similarly. We shape AI into a form that incorporates our own sources of interest and frequently used tools, keeping it close at hand for flexible use. This kind of approach will likely be required.

Cultivate AI like you cultivate a bookshelf.

Essential Creativity

Thus, with the development of AI replacing intellectual labor, a society where "anyone can create whatever they desire" is fast approaching. What, then, is essential creativity in such an era? Where does the boundary between professional and amateur lie?

People often use the analogy of cameras and photographers.

Today, every smartphone has a camera. We all capture scenes that catch our eye or take snapshots daily. But that doesn't mean anyone can become a photographer.

To become a photographer, you obviously need equipment and an understanding of how cameras work. It requires the knowledge and skill to master complex tools at will. Knowledge of composition and lighting is also crucial.

But the biggest point separating amateurs from professionals is, I believe, still "sensibility," "aesthetic sense," and "philosophy." Or perhaps it's deep insights into history and humanity, values backed by experience, a sense of liking or obsession – these things, I think, are the essence of creativity, and that will never change.

In fact, in an era where technology increasingly blurs skill distinctions, I can't help but feel that these so-called "liberal arts" skills hold even greater significance. Merely cramming programming and data science—often seen as purely technical fields—into the AI era feels insufficient (at least within the marketing and creative world).

Of course, this doesn't mean understanding tools and technology is unnecessary. New technical skills to skillfully develop and utilize AI, combined with rich sensibilities and values—these two aspects are two sides of the same coin and will become essential skills for creators and business professionals moving forward.

The adventure continues, alongside AI

Generative AI will likely continue to evolve. We will probably face many troubles and concerns going forward. A period of disillusionment will arrive, and discussions about its limitations will emerge.

But Pandora's box is already open. So why not take this opportunity to explore various AI systems and seek out a partner to step into this new era with?