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The industry is panicking about automation. But tools don't replace taste. Here is how Dice uses AI to amplify human creativity, not replace it.
There is a ghost haunting the agency world. It’s not a recession, and it’s not the death of the cookie. It’s Artificial Intelligence. Scroll through LinkedIn, and you’ll see the panic: 'Will ChatGPT write my copy?' 'Will Midjourney steal my art direction job?'
Tools Don't Replace Taste
At Dice, we view AI differently. We built SPARK AI not to cut costs, but to expand possibilities. The truth is, AI is excellent at generating average work very quickly. But our clients don't pay us for average.
"AI is the engine. Human intuition is the steering wheel. Without a driver, you're just moving fast in the wrong direction."
We use AI to clear the clutter. It handles the initial research, the mood-boarding, and the data crunching. This frees up our creative teams to do what machines can't: dream, empathize, and break the rules.
- Speed: Prototyping happens in minutes, not days.
- Depth: Data analysis helps us understand sub-cultures instantly.
- Scale: Personalizing content for thousands of users simultaneously.