What was your favorite display from the Super Bowl Lix?
I couldn’t just choose one. I love how creative you are.
But Openai’s ad has remained with me. With a new CMO at the top, the company seems to have to finally have captured a message This does not feel unexpectedly with the zeitgeist.
The black and white display showed hundreds of points that swirl in pictures and recombinated, which celebrated human inventiveness and creativity. The company claims that the advertisement was produced exclusively by people with a AI-controlled prototyping and storyboarding.
The only script moment of the commercial really swung and asked: “What do you want to create next?”
It is a simple but profound request for marketers who navigate the creation of content in 2025.
I touch in the video below and go more detail in the rest of this article.
Constructed against created content
Marketing teams today face an existential question: What happens if AI can create content faster than humans?
As you know, no better correlates faster. But slowly not always correlated with great importance.
It is reassuring to rationalize that “faster than humans” is not enough to get most of the creators out of their work soon. But this rationalization feels like the door that Kate Winslet and Leo DiCaprios recorded characters in Titanic. It looks big enough to save both of us, but for some reason it is just not.
You may find a better answer by understanding the difference between constructed and created content.
GK Chesterton articulated this distinction in his analysis by Charles Dickens’ The Pickwick Papers. He wrote:
“The entire difference between construction and creation is exactly that: a thing that is designed can only be loved after it has been constructed. But one thing that has been created is loved before it exists. “
Created content is the poem that forms in your head before the pen ever touches paper.
It is the painting that has imagined lively before the first brush stroke hits the screen.
It is the article that takes shape in a carefully designed outline, deepens through research and finally refined in exactly the right expression.
In contrast, the constructed content only gains value after the full implementation of value. Think of a technical manual, a street sign, the precise summary of a novel or the summary of a lecture that has stimulated to think about. Useful and efficient, but only recognized for your value after completion.
Simply put, nobody expects these things with excitement, but people can appreciate them as soon as they fulfill their purpose.
The content of the content by requesting a generative AI tool is naturally constructed. Based on algorithms, data records and input requests, it is compiled, optimized and finely coordinated.
It can be helpful, efficient, committed and even loved. But there will always be something essential: the human spark – the origin of an idea with which we promote with which we wrestle and fall in love before it is ever expressed.
Writing is writing, isn’t it?
I recently spoke to a young writer of a B2B technology company with a fascinating career. She started in an agency and made brilliant blog posts and articles. Later she moved to an internal content role in which she had called through industry trends and detailed interviews.
After a few organizational changes, however, she finally worked on editing technical specifications and product documentation instead of creating original pieces.
Three months in this role, she asked her manager if she could take on more varied writing orders. The answer? “Writers are writers. And write in writing. “
The first statement is true. The second is not.
The young writer could not find out why this comment was so annoying. She could see that the risk of her processing role was replaced by generative AI. But that’s how she felt about writing that was so unhappy. Her talent for storytelling had been lifted by dry reporting.
Some types of content (and should probably) can only be constructed, such as product descriptions, compliance documents and technical specifications. These are useful and necessary, but they do not use exactly the joy of creation.
Other types – thought guidelines, brand stories and emotionally convincing content – are created. They are loved before they exist, and they call out something powerful in the writer and the reader (or to the listener or viewer).
This distinction is now more important than ever. Ai can construct Content, but it doesn’t manage how people do.
It cannot feel the deep satisfaction, to discover an idea and form it into a convincing story. It cannot infuse a piece with the experience, cultural nuances and emotional response that make the content unforgettable for both the author and the audience.
The power of friction in creativity
Here is an essential point in contrast between constructed and created content. Created content is no better than constructed content. Constructed content can be just as effective, appealing and valued.
The true value of the content created lies in what he does for the creator. When people create, they don’t just express an idea. They live with it, refine it, fight with it and ultimately fall in love with them. This trip changes us, sharpens our minds and deepens our perspectives.
The setback to this manager cannot be agreed that “writing is in writing”. The young writer can also create content better than AI.
Working on content created makes it a better investment for the company. It is more valuable for the company if it falls in love with the ideas that she has to collect in created existence.
Now I understand it. Your inner CEO could say: “I don’t care about your feelings. If the content can be loved as well, why not automate? ”
But here is what you (and your inner CEO) should be interested in: the end result.
Smart, more creative employees are not only happier – they are also more profitable. Why?
Because a button -spoiled robot follows instructions every time. Members of the wise creative team will find better instructions over time. They start solving problems before they occur. It is more likely that you will create new ideas that drive the company ahead.
If Creator is engaged – with ideas – do not only do tasks. They invent better opportunities to make them. This is not only valuable, it is also irreplaceable.
For this reason, valuable friction for marketing and creative content is so important. Fighting, refining and expressing something new with ideas leads to real growth.
Created content is the by -product of this struggle, an artifact of human thinking, insights and artificial factors. And it is the only thing that makes people more valuable over time.
Ai and human creativity balance
Both constructed and created content have their place. Generative AI can efficiently process some aspects of highly volume, data -controlled constructed content tasks, such as:
- Automation of SEO-focused content
- Summary data and reports
- Generate initial designs for refinement
- Creation of product descriptions or FAQs
AI also has the potential to work together with people in iterative processing sessions, idegeneration or turns of phrases, which express the idea that humans love and tries to put into words.
But only a person can fall in love with an idea before it is expressed. This not only makes people irreplaceable, but also to the most valuable part of the AI investment.
The best investment in generative AI is the investment that you make in us. If you use AI to expand human creativity instead of replacing human creativity, you not only create better content – you create better creators. The best marketing strategies will include this balance.
How the Openai advertisement demands: “What do you want to create today?”
It’s your story. Create it well.
Hand injured content:
Cover picture by Joseph Kalinowski/Content Marketing Institute