News and Insights

Principles for Using Generative AI

January 18, 2024

In the ever-evolving world of AI, it’s important to have a set of grounding principles when using any tool.

Have a clear goal for using Generative AI	Define what you want the tool to deliver and how its output will contribute to your overall creative process.
Be transparent about using Generative AI	Always disclose the use of Generative AI with clients and colleagues, even if it is part of the process.
Use Generative AI as a co-pilot — you’re the captain	Generative AI tools can be used as creative assistants, but human direction, judgment, and expertise are critical to using these platforms.
Always critically analyze every output	Never blindly accept a tool’s work! Apply critical thinking and careful analysis to assess content for originality, relevance, and adherence to the creative brief. Use your human expertise to refine and adapt as needed.
Human + AI = the best results	Blend outputs with your own human creativity to enhance results and create unique and compelling work.
Use tools for ideation and exploration	Generative AI tools have proven valuable to our work and can be used to brainstorm ideas, explore new concepts, and generate initial ideas or overcome a creative block.
Master the art of the prompt	The quality of Generative AI outputs is only as good as the prompts you put in. To ensure the tool ‘learns’ effectively and produces meaningful results, always strive to provide clean, relevant, and well-labeled prompts (note: we have a great cheat sheet to get you started!).
Stay up-to-date on the latest tools, trends, and best practices	As the field of Generative AI continues to evolve, keep expanding your knowledge and skills through continuous experimentation and exploration.
Share your Generative AI experiences with colleagues	Help create a culture of knowledge-sharing and collaboration across teams, disciplines and projects and share your experiences on Slack through our #general and #general_ai_artificial_intelligence channels.