Working in digital means that we are continually learning and using new technology, and Artificial Intelligence (AI) has rapidly emerged as a core part of the modern world. AI and generative AI can do everything from giving you content prompts, to answering questions and even generating images. Although we believe that it does have genuine uses in the world, our opinion is that it is still not as beneficial as real human input in many cases.
Digital Agency Value
As a digital agency, our work relies heavily on creativity and innovation, both of which involve intention, emotion and passion, which we believe cannot be feigned by AI.
Understanding Individual Needs
AI can’t understand or grasp complex user needs to tailor solutions to individual needs or objectives. We pride ourselves on understanding all of our clients’ user needs, recognising the impact seemingly minor details can have, such as how small colour palette changes can instantly affect mood, or how the placement of a call-to-action can convert more users.
In addition to this user-centric approach, we ensure that all of our clients are understood, with their ideas and opinions listened to, valued and championed.
Creativity
Whilst many may be under the impression that AI can help with being creative, it is all a bit of an illusion. Creativity is not just about innovation, but involves emotion and personal history. Humans are able to discover breakthroughs, think of new ideas, and look at the real (not just online) world around us and use this to inform our decisions.
AI relies on data, which may be beneficial for other things, it does not have the ability to feel emotion. This can also mean that it does not feel real or relatable.
Problem Solving
AI is great at supporting processes and speeding up workflows, and to a certain extent, AI can help with problem solving. However, there are limitations to this.
Firstly, answers to problems that AI fetches can often be incorrect – something we have found at Ballyhoo. Luckily, we fact-check and source any AI responses that we receive, but those who perhaps don’t do their due diligence may find that these ‘solutions’ are often inaccurate.
Additionally, AI can’t be used in real life situations, such as resolving a niche issue that is unique to a client or their application. It lacks emotional intelligence, as well as empathy, which is often needed in situations where problems arise, and this is where the benefits of human input outweigh AI’s speed.
Tone of Voice
While generative AI tools offer a powerful resource for content creation on your website, allowing you to tweak prompts to achieve a natural tone and training it on your company voice, unfortunately it does have limitations. AI cannot fully grasp the inner workings of your company, such as your history and how it shaped the business today, what the company stands for and its core values. AI will never be able to understand your brand as well as a human can, which means it will struggle to create content in a consistent manner, especially across multiple marketing and website platforms.
Therefore, while AI can be a valuable assistant in the content creation process, human involvement remains essential for ensuring brand integrity and authentic communication.
Furthermore, there are a few major giveaways of AI generated website content (em dash, we’re looking at you), meaning originally created content still remains superior.
Our Stance on AI
Here at Ballyhoo, we continue to use AI tools in a small number of our daily operations, but they will never become a full replacement – AI is simply there to enhance what we do. You can read more about how Ballyhoo uses AI in our AI Policy here.
