Savvy marketers employ branding agencies for their creativity – to come up with an original idea to brand and market their product or service. This creativity is the lifeline of a design agency and is embedded in their creative process.
Until now, creativity has been attributed to humans but advancements in generative artificial intelligence would have us believe that creativity can be machine-learned. In this article we will delve into the creative process of a design agency and how AI may miss the mark in branding design.
(Note that Mela Creative was the agency behind creating the Shifting Sands Digital brand)