Creative Decision Making & AI
- mikemcdonald88
- Dec 19, 2024
- 2 min read
Media headlines are filled with stories about artificial intelligence replacing human creative types. From AI generated artwork winning competitions to language models writing poetry and news articles. The narrative usually focuses on how these technologies are disrupting traditional creative fields. That said, I would like to explore a more fundamental aspect of creativity, the role of creative decision making and where AI fits into this new world.
Creative decision making is a uniquely human ability to improvise, adapt, think outside the box, but is it still needed as AI continues to improve and potentially replace the human workforce?
AI Auto Pilot
Consider the autopilot system on an aircraft. During routine flights, it expertly handles speed, attitude, navigation and can even land the plane. However, when unexpected situations arise such as severe weather or mechanical issues, it is the pilot's creative problem solving that save lives. As a former aircraft engineer, I know better than most that planes break and need constant maintenance to remain reliable.
Joshie the Giraffe
This principle extends beyond aviation and into another sector I have previously worked in, hospitality. Top tier hotels are able to empower their staff to make creative decisions when serving guests. Rather than following rigid protocols, employees can personalise their solutions to enhance guest experiences. A computerised booking system cannot replicate the thoughtful gesture of a concierge who remembers a guest's preferences or creates a unique solution to an unusual request.
A great example of this was at the Ritz Carlton with ‘Joshie the Giraffe’. When a young guest left his stuffed giraffe behind, his father told him Joshie was just extending his holiday an extra few days. The hotel staff didn't just find and return the toy, they created an entire story. They photographed Joshie lounging by the pool, getting spa treatments and even working a shift at loss prevention. The photos, along with a staff lanyard and other props were sent back with the giraffe. The human touch really made the difference, turning a potentially upsetting situation into a memorable experience for both the child and his family.
AI Value
I have been working with generative AI inside a couple of organisations this year and it has really made the difference to smaller organisations that carry out heavy data analysis and customer service operations without the resources to invest in recruiting teams to carry out this work. Im talking about the tasks that require very little imagination, lateral thinking and are often extremely time consuming. This is where I have seen the Gen AI of 2024 really prove it’s value in augmenting and improving human teams and roles rather than replacing individuals.
Augmentation Over Replacement
The 'miracle on the hudson' was not performed by an algorithm; it was Captain Sully's decision making that safely landed the plane under extremely unique circumstance. In my opinion we should be seeking opportunities to use AI to augment human capabilities, not replace them. The future does not lie in surrendering our creativity to algorithms, but instead finding that sweet spot where artificial intelligence enhances our natural creative abilities while leaving room for human intuition and innovation.
References:
All images generated by Dall-E 3
