How Far Is ChatGPT From Stealing Your Creative Job?

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A conceptual brainstorm session with ChatGPT to promote a B-Corp Chocolate Brand.

Everyone is speculating how soon it will be that the bots take over even our creative jobs. Some, like Chris Do, argue that “the winners will be the ones with a really good taste… and know what is a good combination or a genre of bashing or mashing of things.” Video embedded below.

I agree. And though I commented on his post that “This will sustain for a while, until a.i. catches up with good taste algorithm. I think it's wise to predict for the near future. Predicting for far future is like expecting to predict the Instagram revolution in 1994 on Netscape.”

But I wanted to put it to the test, myself. So I’m here to demonstrate; I carried out a brainstorm session today with ChatGPT, attempting to bring it to take a quick journey from strategy broad lines to cracking a concept. Have a listen:

Things start to get interesting at 06:18

ChatGPT is good at mechanics & structure, but far from good at creative twists, juxtapositions or “mashing of things” in a non-cliché way.

Try as hard as I might, ChatGPT was beating about the bush. It could layout lists of how the campaign should unfold. It is very good at structuring a campaign at a high-level, but cannot yet come up with Cadbury’s Gorilla itself. Perhaps it’s risk averse? At this delicate stage of its emergence, naysaying is the last thing we want to hear.

I do think - though - that it can spit a few clues that would lead you - as a creative strategist, creative or brand owner, to take off on an exciting line of thought.

VERDICT: We can hold on to our jobs for another year or two.