AI’s got your ops. Let humans bring the magic.

Unless you’ve been living under a rock, you’ll know that recently, AI has been the talk of the town, especially in the AdTech and media world. We’ve all heard the panic-striken question: “Is AI going to replace creative jobs?” 

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As a creative business built on AI, our answer here at Big Happy? No. It’ll just make us that much stronger.

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The better questions we need to ask ourselves are, “What should AI automate?” and, more specifically, “What should it never touch?” 

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What AI should own: ad ops + trafficking

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We hate to break it to you, but turning 64 placements into a working campaign shouldn’t take a full week. The good news is, with AI, it doesn’t have to! 

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AI can ingest pixels and code directly, generate tags, and compress and serve ads in a matter of minutes. Would you rather be doing that? Of course not! You’d rather be out there connecting with people, crafting ideas and actually having the time to execute them.  

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Our consensus: AI shouldn’t replace creativity, it should actually free it up.

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What AI can’t fake: brand storytelling 

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If you ask ChatGPT to draw you a wristwatch, it’ll show 10:10 every time.

Why? Because the model learned on rigid data sets. However, great marketers know storytelling doesn't originate from rigid data sets. Stories are custom, emotional, and nuanced. 

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Also, resorting to AI use for creative is downright embarrassing. 

Creativity is a muscle that we need to exercise, maintaining the ability to interpret a brand’s vision and deliver creative with a soul. We’re able to tell the most heartwarming or adventurous stories because of our human experience – not robot experience!

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AI creative is never as good as an idea that is built in a brainstorm of passionate people. Do you really wanna be that person that pushes out an ad that falls flat? 

We believe the human touch is key in making a campaign succeed. 

AI won’t be able to automate that any time soon. 

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What AI might save us from: blurry ads 

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If your blurry banner still looks like it came from 2012…do better. AI tools can easily resize, auto-optimize, and clean up sloppy formatting.

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With such easy access to AI, the bar is no longer on the floor. Why are we still seeing stretched logos and pixelated product shots from billion-dollar companies? It’s important to know when to automate in order to maintain quality and simply keep up with this industry’s rapid pace.  

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What does this mean for DOOH, mobile, and everything in between? 

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By now, we hope you can see that AI is not the evil job-taker your LinkedIn mutuals are making it out to be. Instead, we can, and should, use AI effectively to speed up our back-end operations, and make the ads serve clearer and more smoothly. This lets us humans focus on doing what they really love: being creative and executing great ideas.  

Let’s use the tech, but never lose our craft. 

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Want to work with a team that puts human emotion into your brand’s ads, but serves them with the speed abd ease afforded by an awesome tech system? Let’s talk.

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