As generative AI (genAI) integrates into creative workflows, the emphasis is on using it to enhance rather than replace creativity. Alexia Adana from Edelman stresses the importance of marketers being involved in AI policy discussions to ensure transparency and protect intellectual property rights. She advocates for 'craft-centered' AI use—favoring augmentation over automation. With the rapid evolution of AI, Adana urges marketers to lead by example, fostering transparency in AI usage, such as labeling content 'made with AI,' to normalize responsible practices in the industry.
"It's really important for the creative industry to advocate for itself as AI continues to evolve," Alexia Adana, director of creative tech and innovation at Edelmen, said during Marketing Brew's Tactical MarTech: The Future of AI, Attribution, and Privacy event last week. Adana argued for "craft-centered" AI use, which she defined as using AI for augmentation, rather than automation.
"Because transparency isn't right now woven into the best practices, we need to be transparent with how we're using AI," she said.
"None of us are truly experts because these things are growing by the day," Adana said. But because marketers are using these tools in their day-to-day, they need to offer their expertise to policymakers.
These campaigns happen when marketers start "with the machine instead of the craft," according to Adana.
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