Generative AI is the hottest topic in marketing.

Marketers are wondering:

How can our teams leverage AI tools to work faster, develop better ideas, and automate production capabilities?
Where do these tools add value and where do we still need the human touch?
How can we upskill our teams to take advantage of these rapid technological advancements?

In our research, we found that most in-house agency team members are interested and excited about the possibilities enabled by AI. But very few are using it in their day-to-day, and even fewer have any formal training or upskilling.

To help the industry build capability -lution, IHAC and Time Under Tension partnered to create Australia’s first Generative AI Immersion day for In-House teams.

A full-day offsite, hands-on immersion session where in-house teams learned how to use a variety of Generative AI tools to enhance their day-to-day work. The focus on hands-on learning was supported by coaches. Designed by in-house leaders, specifically for in-house teams. We partnered with our friends at AI Consultancy, Time Under Tension to coach and upskill the teams: www.timeundertension.ai.

This is a hands-on day, active participation and experience. The participants will be working in small teams to build capability and share learnings.

Generative AI will be transformational for the creative & production industry.

The technology is moving fast and many businesses and brands have yet to establish a strategic approach to utilising these technologies. Or how they will upskill their teams.

We found creative & production specialists fall into three broad groups.

Early adopters - Early adopters are self-taught, learning in their spare time, seemingly ahead of the rest of the community, and already using the tools in their day-to-day work. (Around 10-15%)

Mass - Most of the community is interested, and recognises the potential benefits, but also sees some potential risks. However, they have yet to immerse themselves into the tech, mostly because they just don't have time or don't know where to start. This immersion is designed to be that starting point. (Around 70-80%)

Laggards - There will be a group who are slow to adopt, either through resistance to change, tech rejection or general philosophical misalignment to the advances. We need to be cognizant of these objections. However this AI immersion session is not designed to overcome these objections, if you’re anti-AI or just not interested this probably isn’t for you. (Around 10-15%)

One key stat is that we surveyed IHAC members and found that 15% were concerned about the impact of AI on their role or their team’s roles.

The consensus at this point is that AI alone probably won’t take your job, but people who can use AI might…this is about creating more people who know how to use AI.

Some Key Take Away's we heard throughout the day:

Generative AI is still very much just a co-pilot for creatives and marketers. It should be used to elevate human creativity!

Prompting is an art that requires cumulative thinking, not just a one and done.
The technology is evolving every day! One of the biggest struggles people felt was keeping up to date with the latest releases and iterations.
Understanding the technology is step one, but the next big question facing our community is how to incorporate it into complex and layered businesses in a way that is useful, legal and able to be iterated quickly to keep up with the technology changes.
Whether its learning AI or learning about brewing, it is fun when you do it with likeminded in-house people!