January 21st, 2025

Artificial Intelligence is just the spice rack

Article Length
4 min read
Author
Michael Tsapazi
Topic
Artificial Intelligence

Is anyone else completely overwhelmed by the ridiculously fast-paced world that is AI and what it means for our industry? We sat down with the team for a collaborative session—as part of our Edison Uni program—to chat through what AI means to our business, and how we can responsibly integrate it in our day to day.

 

First up, what the hell even is AI?

Artificial Intelligence (AI) combines vast datasets with computational power to tackle complex problems. These systems mimic human-like traits—learning, reasoning, and communication—without actual sentience. While AI can amplify creativity, it cannot replicate the depth of human experience, or the unique creativity rooted in emotion and culture.

 

How long has it been around for?

AI has been around and evolving for decades, but recent advancements have made it more accessible than ever. Generative AI has democratised its use, much like graphical interfaces revolutionised computing. Tools like ChatGPT and MidJourney have simplified interactions, allowing anyone to harness AI’s capabilities, making it a tool for everyone.

 

So, what are our principles to guide how we can responsibly integrate AI?

1.  Understanding AI: Not Just a Buzzword

We’re not about to let generative AI run amok like a toddler with a crayon. We owe it to ourselves, our clients, and society at large to truly get our heads around both what this shiny new toy can and cannot do.

In short? Don’t get lazy. Familiarise yourself with the brief and understand the process. Much like everything that passes through our hands, we are responsible for the end result, so AI shouldn’t be any different.

 

2.  AI is the Assistant, Not the Artist

Generative AI is a bit like a sous-chef: handy with the prep, great for a bit of inspiration, but it’s our job to be the Michelin-starred creative force in the kitchen. It can chop the onions, but we’re the ones who decide how to flambé the dish.

Quality input means quality output, so while AI is there to help ‘add spice’ to our ideas and processes, we’ll always do the brunt work.

 

3. The Honesty Policy: Transparency Above All

We’re not here to be digital magicians, pulling AI-shaped rabbits out of hats without a word of explanation. 

Whether it’s to clients, our teams, or the wider community, we’ll be clear when, where, and how we use AI. No smoke, no mirrors—just good, honest communication.

 

4. It’s not ‘Speak Now or Forever Hold Your Algorithm’

We’re all ears—really. We appreciate how quickly things are evolving and how it’s both exciting and terrifying at the same time. 

Just like any other part of the creative process, if anyone feels uneasy about how we’re using AI, we empower them to speak up. We welcome questions, because we recognise that everyone experiences things differently, and diversity of thought leads to better results.

 

5. Evolving Tech, Evolving Ethics

AI isn’t static—it’s evolving fast, and just like AI, our principles will need regular tune-ups.

Our principles will evolve with AI, and we will regularly review and update our policies to address issues such as bias, privacy, transparency, and accountability in AI systems, by actively engaging with industry standards, academic research, and thought leadership.

It’s clear that this technology holds incredible potential to reshape how we create, strategize, and innovate. But with that potential comes great responsibility (settle down Spider-Man) —a responsibility we take seriously at Edison. Our approach isn’t just about harnessing the power of AI; it’s about doing so thoughtfully, ethically, and transparently.

As we move forward, our AI principles will remain our compass: staying curious, empowering creativity, maintaining transparency, and embracing ongoing dialogue. By placing human ingenuity and ethical responsibility at the forefront, we aim to make AI a tool that amplifies our creativity—not replaces it. 

 

**ChatGPT was used to ‘season’ this content!

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