In our webinar, Creatives vs. AI: Why It’s Not a Fight (And How to Win Anyway), we were accompanied by award-winning Creative Director, Joel Alcala, who addressed the fears creative face towards AI adoption while highlighting how AI tools can streamline workflows, ensure brand consistency, and reduce the amount of time required for video creation.
Joel was joined by Mike Cheng, our CEO & Founder @ Lumen5 who shared the marketers’ perspective, why marketers would embrace AI tools, and how real-life brands incorporate Lumen5 into their content strategy!
Are you #TeamAI or #TeamCreatives?
How about both? 🤔
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TL;DW CREATIVES VS. AI: WHY IT’S NOT A FIGHT (AND HOW TO WIN ANYWAY)
What we talked about
- Why ignoring or avoiding AI won’t stop it from changing the creative industry, because it already has. The real challenge isn’t about competing with AI, it’s about using it in a way that helps us. Creativity doesn’t happen in isolation!
- Why most successful marketing teams use AI tools to repurpose content for various channels by taking longer form content, like an interview or blog post, and turning it into short-form content for Instagram, LinkedIn or YouTube
- The ways creative teams with AI can extend their reach by providing templates, assets, and brand guidelines that help others create. AI-Powered Tools don’t replace creatives but help teams across an organization scale creative content and stay consistent
- How brands like SAP and Argus Media use Lumen5 to create timely content that’s cost effective and easy-to-use for marketers, relying on its built-in brand compliance features
Lessons learned
What are creatives’ AI fears?
Joel highlighted that these are the top 3 concerns creative teams have towards AI:
- Job security
- Loss of creative control
- Legal and ethical concerns
Watch here for Joel’s breakdown on how AI isn’t replacing creativity, but helping us save time and support creative decision-making. He also speaks on new regulations platforms are implementing to ensure AI transparency.
How do brands use AI tools like Lumen5?
We asked some of the biggest brands in their industries how they incorporate Lumen5 into their workflow. We asked SAP and Argus Media:
- What kind of videos do your team create in Lumen5? How do they differ from the videos your in-house creative team or agency would make?
- Were there creatives on your team hesitant towards Lumen5?
- In what ways has using Lumen5 enhanced your creativity/productivity?
- SAP creates videos for rapid, real-time event coverage with aligned branding
- Lumen5 minimized production turnaround times in moments where timeliness matters and eliminated lengthly brand reviews
- In Lumen5, they can create content themselves without agency spend and saving $$$
- At Argus media, Lumen5 is ideal for quick turnaround short-form videos that support the marketing team
- Lumen5 videos are short, used to promote news articles or events
- The team prefers to use Lumen5 for shorter form video content, while the creative team manages longer form content
How can AI and branded templates help creatives?
Mike shared how assets created inside of a platform like Lumen5 have brand compliancy built right in. For example, fonts, colours, and visual elements are often locked as part of a branded template, thus eliminating the need for manual brand reviews and freeing up creatives to focus on more strategic and high priority tasks.
Branded templates has been a highly impactful approach to helping global brands scale up their content velocity while maintaining tight brand control. Here’s how Joel explained it ☺️👇🏽
Questions we asked
We’ve heard from the creative, moving on to marketeers, but what about the viewer?
Mike’s opinion: “This is fascinating to me—because it goes back to, what is AI content? Is AI content purely AI-generated or is AI-assisted, making a creative professional hyper productive—is that AI content? We are not believers of pure AI-generated content. It lacks in spirit and the soul. It’s our belief that by arming creative professionals and marketers with AI tools they can execute on their vision so much more accurately.”
How does Lumen5 incorporate AI into their creative process when designing custom brand environments?
Here’s what Joel had to say: “At Lumen5, AI isn’t all about automation. It’s about scaling creativity while keeping brand identity intact. When designing custom brand environments, the process is still very much human-led. All the core decisions is in coordination with our clients and other creative teams […] We incorporate AI to streamline the production and ensure brand consistency at scale.”
Watch the full recording
