1、Edition 1,May 2023AI in Creative&ProductionAn R3 Guide AI in Creative&Production 2AI&The New Frontier of Creative MarketingAI Maturity&In-House TalentAI can be considered a double-edged sword for marketers and agencies,presenting both opportunities and challenges.While AI can enhance efficiency and

2、effectiveness in certain aspects of advertising,it also poses certain risks that need to be carefully addressed.Building A Broader Marketing Skills Universe Imagine a future where credit reels after Hollywood blockbusters are extremely short,and newsrooms are reduced to a handful of editors working

3、with GPT models.Generative AI has the potential to automate 26%of work tasks in arts,design,media and entertainment(Goldman Sachs,2023).Though this might read like an opportunity to reduce costs,this changing of the guard requires a well-thought talent strategy that considers the maturity of AI plat

4、forms and expertise of human talent.SupportingAI is used to supplement human talent.This includes elevating technique,prototyping,and testing.ExtendingAI is used to extend human capability.This might be generating creative content faster at greater volume and with more variations.ContributingAI beco

5、mes a self-generator of creative ideas.Work is validated by other AI and humans.freelancers are actively using AI-based tools and software Teams with low business-domain knowledgeTeams with high business-domain knowledgen=1283 freelancers worldwide,January-February 2023,FreelancermapManaging The New

6、 CreatorsWe have already witnessed parallel growth with the gig economy and the democratization of design and production with platforms like Canva,Figma,TikTok,and Instagram.AI has reduced the barrier to creation where training and special equipment mightve been needed to run programs like Adobe Fin