Creativity is at the core of great PR. It’s what turns heads, sparks conversations, and sets our clients apart in a crowded space.
But keeping ideas fresh and flowing, day in and day out, isn’t always easy in today’s fast-paced digital landscape. That’s where artificial intelligence comes in; not to replace our creativity, but to amplify it.
We hope you’ve had a chance to read our first introductory blog on how we are harnessing the power of AI, where we outlined how we’re using artificial intelligence across the agency. In this blog, we’re turning our focus to the creative side.
So, is it “us vs. AI”?
Absolutely not. We see AI as a creative partner that helps us think bigger, move faster, and uncover new possibilities we might not see on our own. By weaving AI into our workflows, we’re able to strike the perfect balance between human insight and technological innovation, ensuring every campaign we deliver remains imaginative, authentic, and aligned with our clients’ goals.
Imagine having a creative partner on call 24/7, ready to bounce around ideas and spark fresh thinking whenever you need it. That’s what AI offers to us and our clients.
Bringing ideas to life, faster
When we kick off a new campaign, we use AI tools to spot emerging trends and unearth unique angles for storytelling. It’s like having a bird’s-eye view of what’s happening across industries and audiences, helping us to find the flicker of the next big idea.
Sometimes when working on pitches or new business, AI also helps us bring concepts to fruition faster. It can transform long-form content into punchy short-form headlines – always ensuring our end goal is clear and impactful.
Bringing ideas to life, visually
AI isn’t just helping us with ideation, it’s supporting us in visualising them, too. From refining design concepts to enhancing images for maximum impact, we’re using AI tools to add speed and punch to our creative process.
Whether it’s quickly testing visual directions for a campaign or bringing a big idea on a page to life as a compelling image, AI allows us to explore creative possibilities that elevate how our stories are told.
These tools don’t replace designers or creative instincts; they just support efficiency and in reality, budgets. So with the click of a button and a strong prompt, we can see ideas from new angles and bring them to life with greater clarity.
Creativity with integrity
While AI supercharges our creative process, human judgment remains at the core of everything we do. We’re committed to using AI ethically and inclusively, actively checking outputs for bias and regularly reviewing our systems to ensure they meet the highest standards of fairness and transparency.
We believe that when human creativity meets the power of AI, it’s the sparring partner we need to unlock new possibilities for storytelling, accelerate content creation, and help our clients to stand out in an ever-changing world.
This is just the beginning. With AI as our creative collaborator, we’re excited to keep delivering campaigns that don’t just capture attention but drive meaningful results for our clients.
Authored by Adam Palmer, Social Media Account Director
