The S/M POV on Artificial Intelligence
If artificial intelligence had written this POV, would you have known?
Perhaps not. But we would.
That, in a nutshell, is the Simon/Myers policy toward artificial intelligence. We are diligent about keeping a “human in the loop” in our AI output. Because as much as we embrace the generative capabilities of AI, they remain well short of human wit, inference, and personality.
The day may come when the work product of AI is indistinguishable from our own. But until then, AI will remain a wonderful, highly efficient accelerant to our very human product.
With AI as another essential tool in our kit, much like the Adobe Suite, Form Z, and Webster’s Collegiate Dictionary, here are some examples of how our various teams use it.
Branding and Advertising
This team uses AI to create “branded” photography (i.e. using specific prompts to keep the output within a brand’s language), animations, and logos.
The writers will use AI to attack the blank page, generating idea-starters or shells that will provide a springboard to far more creative and relevant copy. AI is also helpful for proofreading and suggesting copy shortening or optimization.
Digital Experience
The DEX group utilizes AI to enhance digital asset development, employing it to create initial drafts of site wireframes, which streamlines the process by eliminating rudimentary steps and driving the process forward.
Additionally, AI also helps generate preliminary copy for our layouts. During development, AI is used to validate and correct code, as well as to produce content for accessibility purposes.
SMX (S/M’s experiential unit)
Over at SMX, where the team is tasked with all things tangible from packaging to display to showrooms, AI is used to create visuals for the brainstorming phase, then to develop 3D geometry for models.
Research and Strategy
These data miners and strategy writers incorporate AI to streamline the up-front research and analysis functions. AI can generate a first blush strategy that is then heavily reworked and optimized.
Client Services
Our most outward-facing folks use AI to record and summarize meeting notes, providing instant feedback and validation after a conference call.
Ethical Concerns
With the added capability of generative AI comes legitimate concerns about safety. Simon/Myers takes these issues seriously, and has adopted these policies.
At Simon/Myers, all AI output undergoes human-based fact verification. Our agency is committed to keeping private information secure. This means allegiance to client protocols regarding sensitive data, and strictly using AI models with privacy settings to contain all brand-sensitive creative development.
Copyright Disputes
The rise of AI-generated content complicates intellectual property rights. Simon/Myers addresses this by ensuring use of AI models trained via ethical sources of content. These practices safeguard the rights of both the original creators and our clients.
