The Ultimate SKILLS to USE AI

Who is holding the magic wand?

AI or you?

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Here we have a magic wand: AI.

Many people are still skeptical about using AI for various reasons.

One of them is the FEAR of losing the ability to think and becoming dumber when we over-rely on it.

That's understandable, and it could happen easily if we only use AI to improve the outcome for short-term gain and do not upgrade ourselves for long-term success.

The Role of AI Tools is similar to the Role of Advertising Agencies.

AND You are the client.

David Ogilvy, the founder of the agency Ogilvy & Mather and the 'Father of Advertising', famously said that 'Clients get the advertising they deserve'.

It means that how good or bad an advertising campaign is largely depends on how clients evaluate and make decisions.

In the advertising industry, the client is responsible for briefing the agency.

Just like AI, which is there for you to make a request.

It's not uncommon that clients cannot provide a good brief because they don't have a clear idea of what they want.

I worked in advertising agency after I graduated from the university. As an account executive, my role was to dig deeper into what the client wants by asking some questions.

Just like AI, which verifies if the output is what you want or if you want to probe further.

However, even with the best effort, sometimes we may not have a clear brief because there is limited information.

Yet, the client still expects to see the MAGIC even though they are not clear about what they want.

Just like AI, the output is limited by the level of detail you provide.

Based on the information, I worked with the creative department to develop 2-3 options to present to the client.

Just like how AI now gives you alternatives.

Some clients may choose one of them, give constructive feedback, and allow the agency to proceed with creative freedom. This collaborative approach delivers the best outcome.

Some clients may request combining the options and creating a ‘something in between’. The outcome is less effective because it dilutes the messaging, even though it is still considered acceptable.

Some clients do not like any options and will direct the agency to create what’s on their mind. They use the agency to execute rather than their creativity to amplify the messages.

This often leads to the worst outcome with the weakest impact on the target audiences. However, the client might believe they have the biggest impact on pleasing their internal stakeholders (even if it doesn’t meet the needs of the audience).

Assuming these clients are using the same top-quality agency, the client’s intention, focus, and ability dictate the output quality.

Just like how YOU prompt, clarify, and challenge AI, and choose what to use or not.

The outCOME DEPENDS on YOU

AI tools, in many ways, play a similar role to advertising agencies. Both are ‘means’ to create some output to help you achieve some goals.

Advertising (and marketing) agencies can specialize in graphic design, PR communications, and video shooting.

AI tools can be used for developing visual, writing, and video content.

The emergence of agencies created a lot of magic from the 1950s to the 2000s, turning product/services messaging into compelling visuals and catchy slogans.

The rise of AI is creating unbelievable magic nowadays in stunning graphics and professional words.

The effectiveness varies hugely and largely depends on the client’s = YOUR choices.

Agencies and AI can only influence to a certain point.

Ultimately, if you want a better quality output that represents your work, it’s on YOU:

• Your CLARITY about what you want to achieve,

• Your MIND to assess and evaluate AI’s input

• Your CHOICE of long-term growth or short-term fix

AI could be a magic wand, but you are the one who is holding it.

You need to know how to use it and not to use it with well defined prompts to create your magic.

Just like Harry Potter needs to use a combination of a wand movement and a verbal incantation to cast a spell.

All requires LEARNING, CREATIVITY and THINKING before any magic can happen.

Essentially, that's the continuous personal development we can work on everyday!

Do you agree? If you do, I'd love to hear how you keep upgrading yourself to master the magic wand. Comment below to share your thoughts.