By Melodae Horst, MA, APR, SHRM-SCP | AAF Board Member, Professional Development Co-Chair
As the advertising landscape shifts, artificial intelligence (AI) is becoming an increasingly valuable tool for creative professionals in Nebraska.
From content creation to design, AI offers possible game-changing plays for streamlining processes, generating fresh ideas, and personalizing messaging. Business professionals, creatives, and students are exploring how to leverage AI to enhance their work and engage audiences more effectively.
HubSpot’s 2024 State of AI Report highlights AI’s widespread adoption across content creation, brainstorming, and data analysis for advertising, marketing, public relations, and business teams.
One of the most promising areas for AI is content generation. Tools like ChatGPT can craft engaging content for ads, social media, and email campaigns, helping writers brainstorm ideas and refine messaging with ease. For designers, AI-powered tools are evolving to assist with generating high-quality visuals, optimizing layouts, and even developing custom graphics that align with a brand’s identity. Rather than replacing human creativity, these tools are freeing up time, allowing creatives to focus on big-picture thinking and refining their craft.
However, research shows that ethics in advertising can highlight consumer expectations and potential pitfalls, reinforcing the importance of responsible practices, such as privacy and transparency. Other issues are being uncovered about legal issues with generative AI, which may cause companies to think about necessary protections and risk management practices, according to an MIT Management Sloan School article.
AI can improve the creative process by personalizing ad content. AI-driven analytics help brands tailor ads to specific audience segments, creating campaigns that resonate on a personal level to score with audiences. By analyzing audience data, AI can inform ad strategies that connect with consumers based on their preferences, habits, and trends.
Despite these advantages, research still points to having a human touch requirement in the playbook. Creatives guide AI-generated content, ensuring it aligns authentically with brand values, voice, and vision.
As AI becomes an integral part of creative work, Nebraska’s advertising professionals have an opportunity to lead the way, combining cutting-edge technology with Midwestern ingenuity. Whether streamlining workflows or crafting personalized campaigns, AI is reshaping what’s possible—and it’s only the first quarter of the game.
Join AAF Nebraska, at DJs Dugout, 777 N. 114th Street, November 14, at 4 p.m. for networking and 4:30- 5:30 p.m. Panel Discussion, AI in Action: Shaping the Future of Business and Creativity. All-star panelists will discuss all aspects of AI use and answer audience questions.
