Nina Schick — thought leader and author of “Deep Fakes” — has helped shape policy and decision-making on artificial intelligence (AI) at a governmental level. Here, she shares why she’s excited for the next phase of AI advancement.
The marketing world is no stranger to disruption. From the rise of social media to the ever-shifting sands of the information age, we've learned to constantly adapt.
But we’re now experiencing a change unlike any other: AI is here, and it's fundamentally changing how we approach marketing.
Witnessing the rise of AI and the dawn of deep fakes
I’ve been watching the AI epoch unfurl over the past decade. My background is in politics and geopolitics, where I’ve advised global leaders on elections, policy, and campaigns. During my career, I witnessed several seismic events, like the controversial U.S. election in 2016 and the rise of disinformation campaigns.
It became clear that technology was shaping global geopolitics and impacting billions of people's lives. This fascinated me, and I began researching and specialising in next-generation technologies, including AI.
At the time there wasn’t much information about AI outside of research institutions or tech companies like Google. Whilst looking at election interference, I found an obscure corner of the internet and the first “deep fakes”. These were really the first viral form of synthetic media — a term used to describe video, image, text, or voice that has been fully or partially generated using artificial intelligence algorithms. And, unfortunately, the use case was malicious.
From that point on I was concerned, but also intrigued. The fact that the capabilities had reached a point where we were able to generate synthetic content, showed just what the potential power of this new tech could be.
And it’s been astounding to see how, in the space of five or six years, this niche field has become a central topic due to its potential to transform society, the way we work, and live.
Beyond science fiction: The realities of AI
I'm somebody who believes in innovation and progress. I also understand the potential risks. AI is a meta technology — meta refers to an active conceptual or functional component that is not visible — and it will be misused by bad actors. There's no doubt about that. But that's true of all technologies.
If you take it back to the starting philosophical quest behind artificial intelligence, it's always been the pursuit of intelligence itself. And the idea that this can be embodied by entities that are non-biological, with highly capable systems able to create and do things previously thought impossible.
This doesn't mean AI is sentient or possesses human-like intelligence, but it can process information, make decisions, and act with impressive capabilities.
It's important to remember that we design and create these systems. The narrative of AI as an autonomous force outside of human control is misleading and removes our agency. We need to drive AI to create something.
Democratising content: A level playing field for marketers
In marketing, AI has revolutionised how content is built and scaled.
We can now create content and other campaign assets through AI tools, powered by foundational models and natural language processing (NLP). These tools allow us to instruct AI in creating various formats, such as text, images, and video.
Marketing is ultimately about storytelling. And AI can be a powerful tool for creating compelling narratives and communicating your brand's voice and values.
AI becomes a tool to unleash our creativity, not replace it.
Remember the days when video production felt like an exclusive club? Expensive equipment, skilled editors — it was a barrier to entry for many. However, AI is making video creation a software function accessible to anyone with an internet connection.
Suddenly, the playing field is levelled. It's no longer about who has the biggest budget, but who has the best story to tell. AI becomes a tool to unleash our creativity, not replace it.
This democratisation of content creation allows more brands to create high-quality content, regardless of budget or resources.
Take my business, for example. We're a lean team, but with the help of AI-powered content creation platforms, we can produce compelling content that resonates with our audience. It's a game-changer, allowing us to compete with bigger players who might have traditionally outspent us on production.
But AI doesn't just level the playing field creatively, it also allows an understanding of our audience on a deeper level. AI can analyse vast amounts of data to identify trends and predict consumer behaviour. This helps us to tailor our campaigns for maximum impact by crafting personalised marketing messages that speak directly to individual needs and preferences.
The most exciting potential lies in the limitless possibilities AI unlocks. We're still in the early stages of AI development, but the ability to put AI to work for you to create entire marketing campaigns, including video content, copywriting, and multilingual translations on a single platform, is already on the horizon.
In the future, AI could completely level the playing field, making the most important factor your ideas and storytelling capabilities. This is not just exciting for marketing, but for society as a whole.
Building trust in the age of AI
With great power comes great responsibility. Trust is the cornerstone of any successful marketing strategy. Transparency is key. When using AI-generated content, we need to be upfront about it. Consumers deserve to know — and ethical considerations are paramount.
The future of marketing with AI is a future brimming with possibilities.
AI shouldn't be about creating deepfakes or spreading misinformation. Its power should be harnessed for good, crafting authentic narratives that resonate with our audience.
The future of marketing with AI is a future brimming with possibilities. Imagine a world where AI helps us create targeted campaigns across multiple regions, automatically translating content and maintaining a cohesive brand voice. We'll be able to focus on the big picture – the strategy, the story — while AI handles the heavy lifting of production.
And it's not limited to marketing. AI has the potential to revolutionise countless industries. From drug discovery to tackling climate change, the possibilities are endless.
We stand at a tipping point in human evolution, and AI is the catalyst. It's a powerful tool waiting to be wielded. The future is bright, and it's filled with stories waiting to be told. With AI by our side, we have the power to tell them better than ever.
