The BUZZ on AI
Navigating AI: Enhancing Creativity or Undermining It?
The BuzzEngine team prides ourselves in being advocates for innovation, empowerment, community, and positive social change through our marketing, creative, and events work. We strive to be on the cutting edge – always learning new skills and technologies to better serve our clients and communities.
While often associated with science fiction movies, Artificial Intelligence has been in our everyday lives for decades – used to power search engines like Google, digital assistants like Siri and Alexa, and recommendation algorithms on social media and streaming services. More recently, however, generative AI – trained computer systems capable of producing text, images, video, and audio – has become a hot topic, particularly for people working in creative fields.
From Jacques Lamarre,
Chief Communications Officer
“As a writer, I do not rely on AI to develop written content. I do find that AI is a useful tool in creating professional-quality visuals for clients who could not easily afford original photography, high-cost stock art, or custom illustrations. With minimal effort, I have been able to generate eye-catching visuals for a few of our arts constituents. I do let the client know that it is AI-generated art as some clients have expressed concern about getting involved with open-source art.”
From Charlotte Lasek,
Director of Creative
“I appreciate AI for uses that increase productivity; another tool in the professional designer’s toolbox. Adobe products now have generative functions that greatly reduce the amount of time spent on tasks like expanding image edges and removing, replacing, or inserting features within an image.
My view of using AI-generated images for business is mixed. As an artist, I understand the concern that art on the internet has been used for ‘training’ in some cases without the creators’ permission or compensation, violating their intellectual property rights. I also understand that some businesses don’t have the marketing funds for professional illustrators and AI can help with that gap. On the rare occasion that I turn to AI-generated images, I go to companies that use ethically-sourced art, like Adobe Firefly. Another consideration is that AI images can’t be copyrighted. U.S. District Judge Beryl Howell confirmed in the 2023 Thaler case that work must have ‘human authorship’ as a ‘prerequisite for a valid copyright.'”
From Enrique Rincón,
Director of Branding
“I find AI tools, especially ChatGPT, incredibly useful in my work. They help with branding research, sparking new ideas, and providing content references. In marketing, AI serves as a helpful tool to enhance creativity and streamline processes. AI writing tools are particularly helpful for me as a non-native English speaker. However, I believe AI will never replace the human perspective and the unique way we process ideas and create meaningful content.”
From Bailey Shea,
Communications Coordinator
“I’m skeptical of generative AI. I’m particularly concerned about open-source programs that utilize creative works without a creator’s consent and the AI’s negative environmental impact.
While I admire that some people have been able to use GenAI as a productivity tool that gives them more time to connect with their community, I worry that there are far more instances in which people use AI in ways that discourage connection and creativity. While using GenAI to create social media graphics, company logos, or blog posts may seem cost effective, choosing to forgo connecting with a creative in your community could cost people more in the long run.”
Do you have a unique perspective on AI in marketing & communication? We’d love to hear your thoughts!