DIGITAL DIGEST: The power of AI and human perspectives

AI or Artificial Intelligence is a powerful tool for content production, including articles, images, and videos. However, it requires not only intelligent input from the user, but also a keen eye to understand the product. AI is only part of the solution because it’s the human element that makes it powerful and effective. Here’s a guide to understanding the balance.

Supercharging production: Using prompts to create your content and visuals, AI will supercharge your process, but the quality of the input will determine the quality of the output. Take time to learn and perfect prompts.
Realign focus: AI will take away the major load of your production leaving behind time for strategy, high-level planning, and other tactics.
The human element: To reach the desired output it’s imperative to leverage the AI product as a starting point for more qualitative assignments such as content writing and problem solving. Once a basepoint is established, drive it to the finish line using your own methods.
Establishing ethics and oversight: Misuse of generative AI poses brand, legal, and ethical issues around infringement, fairness, misinformation, and more. Internal governance is key to ensuring AI use is within ethical guidelines.
Work distribution: Once AI production becomes part of the flow, reevaluate your process in a few months to assess the pros and cons of the system. The best practice would be to learn and evolve with AI and master the art of balance, not reliance, between human intervention and AI.

Generative AI brings revolutionary potential but it’s not a plug-and-play system in its true form. Work with AI like you would work on any other skill to harness its true potential. The intellectual capacity of the human mind can and should not be underestimated.

(Digital Digest is a continuing series provided courtesy of the MPE Caribbean Report, which offers travel and tourism news weekly. It is published by US-based integrated marketing agency Marketplace Excellence, which has an office in Richmond Hill, Ont. www.marketplaceexcellence.com)