"That "house-building" work involved in that might involve legal consulting, deciding which LLMs are suitable for a brand's needs, as well as the boring but necessary hours required to collate a brand's identity and past output into a guide or brief digestible by a generative AI tool - as well as the trial and error, red herrings and dead ends involved in testing an automated system that handles something as commercially sensitive as a brand identity."
"Top talent is scarce; human oversight and meddling eats into newly gained margins; and realizing meaningful economies of scale can mean investing considerable cash and time upfront in order to build a working creative assembly line. Though difficult to assign a dollar value against, each of them represent an underwater rock that might hole an AI-assisted creative team below the waterline."
Marketers adopt generative AI to shorten creative production time and reduce costs or scale operations. Many practitioners encounter hidden expenses that erode anticipated margins. Scarce top talent and the need for ongoing human oversight increase labor costs. Building semi-automated production systems often requires significant upfront cash and time, including legal consulting and selecting suitable LLMs. Brands must also distill identity and past output into AI-digestible briefs and endure trial-and-error and dead ends when testing sensitive systems. Most marketers measure success by time saved, making the initial learning curve and setup investment especially consequential.
Read at Digiday
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