As we stand at the intersection of creativity and technology, a common question arises: Will generative AI (GenAI) make creatives obsolete? The answer that echoed through the Miami Beach Convention Center at Adobe MAX 2024 was a firm no. From stage to stage, the resounding sentiment was that GenAI isn’t here to replace creativity; it’s here to elevate it. It equips creatives with tools that amplify their unique ability to visualize the future and craft compelling stories that resonate with audiences.
So, if GenAI isn’t the threat, what is? The real challenge for healthcare agencies and pharma brands lies in creating content supply chains that can keep up with the rapidly evolving capabilities of GenAI-enabled creatives. As the need for content continues to surge, so does the pressure to deliver effective, med-legal approval work without sacrificing the creative spark that creates connections with audiences and makes an impact in the market. After listening to speakers and conversations throughout the conference, I walked away with three essential strategies for brands and agencies to not just survive but thrive in this new landscape.
1. Tap creative superpowers in a GenAI world. Don’t expect to replace them.
Creatives possess a unique superpower: the ability to conceptualize and visualize. Bringing campaigns and ideas to life from nothing is what defines creativity, and it’s not being threatened by GenAI; it’s empowered by it. While AI can assist in generating ideas or visual assets, creatives still possess the intuition and insight to guide the output into meaningful, compelling results by forging connections with audiences.
As one speaker at Adobe MAX pointed out, while most people ask, “Do I like what AI made?” creatives are asking a deeper question: “Did AI make what I envisioned?” This shift in mindset is critical. The magic happens when AI serves as an enabler, not a replacement, helping creatives focus on shaping their vision with greater speed and precision. Years of practice, intuition and artistic insight allow creatives to harness AI in ways that lead to work that truly resonates with audiences.
GenAI is adept at creating functional content. It’s not great at forging human connections that resonate more deeply.
2. Adopt a “maker-manager mentality.” GenAI is a creative multiplier.
Today’s creatives face the constant challenge of balancing volume and quality in content production. With brands and agencies needing to deliver more content faster than ever, there’s a real risk of burnout or diluting the creative essence.
This is where adopting what one Adobe MAX speaker calls the “maker-manager mentality” becomes critical. GenAI doesn’t replace jobs; it amplifies creative output by taking on routine tasks such as image editing or content review. This frees up time for creatives to focus on what truly matters: crafting impactful, resonant work. With AI serving as a creative multiplier, teams can scale their output without sacrificing quality or overextending themselves.
However, the focus shouldn’t be on producing more just for the sake of it. The goal is to create more purposeful, high-impact work that connects with audiences. By using AI to handle the mundane, creatives can focus on ideation, iteration and refining pieces that drive both business results and emotional connections.
3. Building a next-gen content supply chain is key.
As the demand for content grows, it’s clear that the real bottleneck isn’t creativity, but rather the content supply chain. To keep pace with next-gen creatives, brands and agencies need a next-gen content supply chain that’s agile and scalable – one that’s specifically designed for healthcare.
This isn’t about adding more tools; it’s about rethinking how content is created, reviewed and delivered. Traditionally, the content life cycle involves multiple touch points: strategy, production, reviews, med-legal approval and optimization. With GenAI, we can streamline much of this process. The next-gen supply chain must use AI to automate content reviews with tools such as the EVERSANA INTOUCH Med-Legal Accelerator; ensure brand consistency with modular design in content creation – think TEDAVI; and predict the effectiveness of creative approaches based on data-driven insights.
However, while AI can optimize the supply chain, it’s a creative’s job to ensure that every piece of content is meaningful and impactful. More content isn’t better content. The real winners will be those who balance efficiency with effectiveness, ensuring that content reinforces the brand’s voice and objectives while establishing connections and delivering value to audiences.
The Future of Creativity in a GenAI World
At the heart of this GenAI-powered creative revolution lies the human spark. GenAI is a powerful tool that can significantly enhance creative work, but it will never replace the imagination, intuition and artistry that true connection demands. Creatives are the ones who will lead the charge, applying their unique vision to the tools that shape the future.
As the content landscape evolves, those who embrace GenAI and build robust, agile content supply chains will thrive, especially in healthcare marketing. By harnessing AI’s power to streamline workflows and elevate their creative vision, brands and agencies can produce work that’s not only efficient but also deeply resonant.