How generative AI tools are evolving and transforming work with AI expert Peter Gasston
The innovation lead from VCCP's creative AI agency Faith on the latest AI text, image, audio and video tools boosting creative productivity at work
Generative AI leader Peter Gasston shares his expert view on the latest AI tools transforming text, image, audio and video generation in this episode of the Delete Delete Engage podcast.
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Peter is innovation lead at VCCP’s AI creative agency Faith, which launched last year with Virgin Media O2 as a founding client.
While AI is a hot topic for businesses, much of the corporate world still appears to be warming up to the idea of embracing generative AI, mainly because of a lack of expertise within the organisation.
Peter is applying his extensive AI knowledge to help businesses understand and use the technology to boost creative productivity and cost-effective marketing reach.
The themes covered in our chat should help you to get a better understanding of generative AI, how it’s evolving and what it might mean for you and the business you work for.
As well as sharing insight on the strengths and limitations of many of the gen AI tools on the market, he also talks about some of the creative AI innovations Faith has been developing for brands like O2.
The Copy Checker tool, for example, which uses generative AI to ensure the tonal consistency of O2’s written marketing communications, should be of particular interest to anyone working in comms who struggles to nail their company’s tone of voice.
The fact that generative AI is increasingly being used to manage tasks traditionally performed by humans, only quicker, cheaper and more consistently, will fuel the ‘job-stealing robots’ accusations often levelled at the technology.
Peter argues: “If this ends up being the big transformative technology, it promises to be, there will be job displacement. There has been for every technological shift ... .But this is likely to create more jobs than it displaces….and human intervention will remain critical throughout the creative process.”
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