AI
Artificial intelligence as a catalyst for human creativity
In recent years, we have witnessed a revolution in the technological market, driven by Artificial Intelligence tools, with emphasis on Language Models (LLMs). These systems, capable of understanding and generating texts with ever greater precision, have been hailed as the new frontier of innovation, promising to transform the way we work, communicate and even think.
However, amidst the enthusiasm, it is key that we do not lose sight of the true potential of these tools: they do not exist to create or decide for us, but rather to serve as a catalyst for human creativity.
But what is a catalyst? In chemistry, a catalyst is a substance that speeds up a reaction without being consumed by it. It does not create the reaction, nor does it change it, it simply makes it faster and more efficient, helping the reactants achieve the desired result with less effort and in less time.
Bringing this concept to the field of technology and creativity, we can say that LLMs play a similar role. They are not the source of creativity, but rather tools that enhance and accelerate the human creative process.
Imagine a company needs to create a successful marketing campaign. Far beyond data and algorithms, a human touch is needed, a deep understanding of the cultural, emotional and psychological nuances of the target audience. This is where LLMs come in as catalysts: by providing quick insights, generating draft texts, and suggesting ideas, they free up professionals' time and energy so they can focus on what really matters — creating something unique and meaningful.
Additionally, LLMs allow creative teams to explore a wider range of ideas in a shorter amount of time. They function as continuous brainstorming, offering suggestions that, although they may not be perfect, serve as springboards for the development of more refined concepts. This refinement process, in turn, depends entirely on human vision and judgment, which filter, adjust and improve the ideas generated by AI until they become viable and innovative solutions.