Friends or Foes - The Relationship Between Creativity and Technology in the Age of AI
Creativity and technology can often appear at opposite ends of the spectrum. Yet, in a modern environment, they have to coexist. It is impossible to build or implement any marketing and creative strategy without technology, just as technology without creativity will always fail to drive the best results.
The key, then, is understanding the relationship between creativity and technology, from how the latter helps or hinders the former to how businesses can find a balance between the two concepts. When they're at their best, technology and creativity do not need to be mutually exclusive. Instead, they can both help businesses succeed.
Defining Creativity in a Technology-Driven World
At its core, creativity is the process of creating something new. Of course, the real-world definition is somewhat broader, extending to original ideas even when wrapped into larger, proven contexts.
As a 2020 article in Smashing Magazine notes,
Creativity helps us to explore new paths, imagine new possibilities, and pursue new careers. Without creativity, I would not be a writer, and designers would probably not exist. Movies, TV shows, music; everything we love and enjoy, would have little engagement. The world would probably be quite dull.
Put differently, creativity is responsible for the technology that now threatens to impede it. And as technology's growing capabilities to generate and create have expanded, the idea of human ownership is no longer necessarily a part of the definition.
Creativity is the concept of creating original thoughts, ideas, and things. In a loose sense, generative AI accomplishes just that, creating new visual and written content that has not existed. It draws on existing content and knowledge to pull together these new ideas. At the same time, Gen AI can now pass creativity tests on the same levels as its human counterparts.
Understanding the Positive and Negative Impacts of Technology on Creativity
Of course, even with that expanded definition, the connection between technology and creativity can be quite uneasy. It is certainly not uncommon to hear an art director complain that in the age of AI image generation, truly unique thoughts and concepts are getting lost. That is why the next step beyond a modern definition of creativity must be understanding how technology helps and enhances creativity.
The Negatives
First, let's discuss the adverse effects. Many will say technology has led to an increasing lack of original thinking. With the world's information at your fingertips, it becomes easier to simply copy what others have done successfully. Why reinvent the wheel when you can look at a case study in your industry and follow the same model?
Generative AI tools have only exacerbated the problem. In the age of Gen AI chatbots, convincing AI text is already everywhere. Nearly 90% of college students admit to using ChatGPT for homework. Technically speaking, the work may still be creative. However, current AI creativity is more limited than human creativity—it can’t exceed its inspiration or source materials.
In addition, technology impedes creativity through simple distractions. As the tech at our fingertips has become increasingly addictive, it becomes more challenging to focus on creative expression for extended periods without immediate gratification.
The Positives
At the same time, technology can significantly aid creativity when used correctly, for many of the same reasons that also harm its potential.
Start with the thought of having the world's information at your fingertips. Yes, it may be distracting or lead to copying existing thoughts. But it also offers a nearly endless repository of inspiration for your own creative ideas. If you can find relevant information for every topic imaginable, your creativity can receive almost endless prompts and kickstarts.
But the information goes beyond inspiration, as well. Put simply, modern tech can help us become more creative. Finding guides, tutorials, classes, and webinars on the creative process and (how to apply it to your situation) has never been simpler. Also, once we have that initial creative spark, more accessible and borderless means of communication allow us to exchange, refine, and realize those ideas.
Then, of course, the well-established idea is that technology democratizes innovation and creativity. The tools mentioned above have little to no barriers to accessing and using them. People can also easily communicate ideas, get feedback, and make modifications. Now, anyone can be creative and share that creativity with the world.
Such is the conundrum we find ourselves in. Technology can simultaneously hinder and help creativity. The key is harnessing it in ways that break down those contradictions and ultimately help your business thrive.
Breaking Down the Barriers Between Creativity and Technology in Modern Business
Finding the balance between the human and digital isn’t always easy. Leveraging technology for the better in creativity has to depend on specific, intentional strategies that drive toward long-term improvements. These strategies can foster creativity and innovation, working hand in hand with technology instead of against it.
1. Integrate Technology Into Your Creative Process
First, and perhaps most fundamentally, technology can be crucial in your creative process. Whiteboarding tools for brainstorms, quick references through web searches, and even Gen AI prompts can all jumpstart the process of thinking up new ideas that deserve to be developed further. The more standardized these integrations become, the more naturally they will fit into the larger process.
2. Leverage Technology to Enhance Creative Expression
In this instance, technology's second potential use case revolves around turning your idea into something tangible. From content production through well-known tools like Adobe Creative Suite to the more niche dynamic coding assistants, digital tools in every field and industry can help simplify the realization of your idea to bring it as close to its original intended outcome as possible.
3. Optimize Creative Workflows Across the Enterprise
Of course, technology also aids in collaboration and facilitates creative processes. The ability to work together regardless of location and streamlining workflows through project management tools plays a significant role in realizing creative ideas and optimizing their execution to the greatest extent possible.
4. Place Guardrails on Technology—and Creativity
Finally, try to avoid some of the adverse effects the two concepts can have on each other. Guardrails are a crucial component of the technology-creativity integration process. Leave clearly defined room for creative thought that is not influenced by technology while outlining the scope of any digital tool you use to help in the process.
Building a Better Business and Marketing Strategy Through Technology and Creativity
Ultimately, technology has introduced new creativity frontiers that any business must consider. Only careful consideration of both concepts and their relationship to each other can lead to a strategy designed for long-term, sustainable success.
Every day, we see new potential uses of technology to aid in creative thought and execution. Join the Think Global Forum to become a part of that conversation alongside experts across industries and continents looking to find new ways to drive their businesses forward.