What’s the role of artificial intelligence in the creative process?



The emergence of artificial intelligence or AI technology has shown the world the endless possibilities of AI-generated images and texts. While this can feel exciting, it can also feel overwhelming. With so many opportunities presented by this new technology, the question becomes: how can we navigate this abundance and make the most of it? Or put differently: what is the role of AI in the creative process?

The importance of strategy and innovation

While it may have initially seemed that AI would completely take over the creative process, it is now becoming clear that the foundations of innovation, product strategy, and brand strategy remain unchanged at their core. Moreover, AI is emphasizing the importance of a strong company strategy and brand foundation to create a coherent brand positioning even more.

To illustrate: you can create images of surfing pandas all day long, but this fun gimmick will not improve your business growth. Only when you know your strategic goals, target audience, customer needs, core brand message, and desired brand perception, you can create relevant inputs (a.k.a. prompts) to receive useful AI generated outputs.

Our vision on AI and creativity

At Equals Three, we see artificial intelligence as a launching pad for innovation and extra value. We see AI as an input for creativity and divergent thinking, not as a finished product.

AI can assist in structuring strategic thought processes and provide access to new client and market insights. These insights can spark new ideas that we can use to create and refine your innovation strategy. Furthermore, AI is transforming the way we build products and brands. With a proper strategy and prompts, AI can be used to create a more effective mood board that showcases brands or products in different visual scenarios quickly and easily. These can then be inputs to feed our further creative process.

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