Using AI to tackle research in creative industries is a pragmatic strategy that delivers real-world value. In user research, for instance, AI behaves like a focus group in your pocket. Ask it questions, and it generalizes answers that mirror the consensus you’d find in an actual audience.
For example, parents juggling young children and fitness routines often struggle to “find more time in the day.” When AI identifies this common frustration, your messaging for jogging strollers can target precisely this need: seamless integration of exercise into a parent’s busy schedule.
Competitive analysis also becomes far more accessible with AI. Instead of sifting through endless data manually, you can query the AI for competitor insights—annual revenue, standout offerings, and what makes their product or service distinctive. This shortcut gives your team the intel needed to carve out a market edge, minus the hours of legwork.
AI tool effectiveness varies
Not all AI tools are built equally, and their performance spans a wide spectrum. ChatGPT and Perplexity deliver solid, dependable results when used for research-heavy tasks. They process prompts quickly, providing nuanced answers that are ready for further refinement.
Then there’s Gemini, Google’s rushed entry into the AI space. The early outcomes have been unimpressive, with results veering between incoherent and outright offensive. It’s a good reminder that innovation thrives on iteration. Gemini might become a powerhouse someday, but for now, sticking with proven performers like ChatGPT is the practical choice.
That said, experimentation is always worth pursuing. Testing new tools, while maintaining a critical eye, will make sure you’re ready to adopt better solutions as they arise. But don’t commit until they’re ready to deliver consistent value.
Detailed prompts lead to better AI outputs
If there’s one golden rule for using AI, it’s this: The quality of your input determines the quality of the output. A vague prompt produces shallow, generic results. On the other hand, a well-defined question opens the door to deeper insights.
For example, instead of asking, “Can you give me information about Brand X’s competitors?”, refine the query. Ask, “Can you provide me with the top five competitors in Brand X’s space, their annual revenue, top offering, and a unique quality that differentiates them from their competition?” With this level of detail, the response will be far more precise and actionable.
But even the best AI tools aren’t infallible. It’s important to review the results with a critical mindset. Treat the AI’s output as a starting point and not as gospel, and refine it for accuracy and relevance to your specific needs.
AI supports, but cannot replace, human creativity
Think of AI as an entry-level assistant. It’s great at repetitive tasks, like combing through data or answering straightforward questions. But when it comes to innovation, connecting disparate ideas, crafting stories that stick, and building empathy, AI simply doesn’t have what it takes yet.
The beauty of AI is how it complements human creativity. Automating mundane research tasks, it frees up your team’s time to explore, experiment, and innovate. The result? A workflow that’s more efficient and less tied down by routine.
Creativity thrives on empathy and understanding, and those qualities remain distinctly human. Integrating AI thoughtfully into your process, you’re not replacing the creative spark, but rather amplifying it.
Empathy and understanding are the core of great creative work
No matter how advanced AI becomes, the heart of creativity lies in its ability to connect with people on a human level. Audiences respond to messages that feel authentic, meaningful, and personal. AI can assist in building a baseline understanding of those audiences, identifying their challenges, preferences, and aspirations. But it takes a human to transform those insights into narratives that truly resonate.
AI is best positioned as a resource that lets you redirect time and effort toward tasks only humans can tackle: dreaming up big ideas, breaking new creative ground, and pushing boundaries. Combining AI’s data-driven insights with the human touch of empathy and originality, creative teams will be able to build content that stands out in an increasingly automated world.
Final thoughts
Are you deploying AI to free your team from the grind of research so they can focus on creating something extraordinary? Or are you letting inefficiency hold back your brand’s potential? Are you harnessing the tools of tomorrow to connect with your audience in a way only humans can? The future belongs to those who master both the machine and the mind. Where will your brand stand?
