The Evolution of Creative Direction in the Age of AI
The success of any creative endeavour is limited by the quality of the brief. Many subpar designs originate from poorly constructed briefs, and this is especially clear when using generative AI to create something truly original.
As the world increasingly embraces creativity, concepts that once baffled many are now becoming more accessible, from Design Thinking to Quality Briefing. Take the simple creative brief, for example. From my firsthand experience, I know that many people struggle with it and often misunderstand its purpose. The creative brief is essentially the precursor to what we now call a prompt. The key difference is that the brief was designed for human creatives, while the prompt is tailored for AI. The underlying principles, however, remain the same.
With human creatives, the results of a poor brief can often be attributed to the creative’s interpretation. In contrast, with AI, there are no grey areas. The GIGO (Garbage In, Garbage Out) principle is glaringly evident: the quality of the output is directly tied to the quality of the input. Unlike humans, AI lacks the ability to empathize. The success of any creative endeavour is limited by the quality of the brief. Many subpar designs originate from poorly constructed briefs, and this is especially clear when using generative AI to create something truly original.