AI Beats Humans at Creativity

This Week

AI just beat humans at creativity—but don’t panic yet! While GPT-4 outshone people in a creativity test, researchers say AI still needs that human touch to truly connect.

This week, I’m sharing how AI is becoming the ultimate brainstorming partner, helping us break through creative blocks and spark new ideas. Plus, I’m covering Gartner’s top 100 AI predictions, which will shake up everything from marketing to social media.

And did you know Generative AI adoption is skyrocketing faster than the internet did? I’ve also got all the details on how it’s reshaping industries and job roles in marketing and travel.

Buckle up—big changes are coming!

AI Now Beating Humans at Creativity

AI just beat humans at creativity. 

In a study comparing 100,000 people to nine AI models, GPT-4 came out on top, leaving humans in second place. But don’t panic—it’s not a sign that AI is taking over your creative projects.

The truth is, AI still can’t replicate the human touch that makes content engaging. What it can do is become your ultimate brainstorming buddy. From breaking through creative blocks to delivering fresh ideas, AI is more like a tool to enhance your process, not replace it.

Here’s how to tap into AI’s creative potential:

1. Choose the most creative model: You can test an AI’s creativity using tasks like the Divergent Association Task.

2. Tweak the temperature: Play with different temperature settings (0 to 1) to see how creative or straightforward the output becomes.

3. Guide it right: Make sure your prompts allow the AI to get imaginative.

4. Use multiple AIs: Each model brings something different, so combining results can lead to better ideas.

You can read the full article at Descript.

AI Funding Surges as Platforms Multiply

The number of AI platforms has exploded in the past few months. What used to be a handful of AI Agents and Generative AI platforms has now turned into thousands. 

In 2024 alone, AI funding hit $24 billion, accounting for 30% of all investments — a record-breaking quarter.

To help businesses navigate the boom, New Economies created a comprehensive map showcasing the most useful AI tools for each department across an organization.

To get the map, visit New Economies.

The Jobs Most at Risk for AI Automation

AI is set to shake up marketing and travel jobs in a big way over the next decade, says Andreessen Horowitz. Roles like researchers, telemarketers, meeting planners, hotel clerks, travel agents, and food service managers—jobs with routine tasks like data entry and customer service—are prime targets for automation.

AI copilots are already stepping in to handle reservations, answer questions, and offer personalized recommendations. As these tools get smarter, expect even more of the travel industry’s daily tasks to be fully automated or require just a light human touch.

But these jobs aren’t vanishing—they’re evolving. Workers will need to sharpen their skills to collaborate with AI and focus on the personal, human elements that tech can’t replicate.

You can access the list of job impacts at a16z.

Gartner’s 100 Predictions for AI

Gartner’s 100+ AI Predictions Through 2030 shows bigger shifts coming for marketers, including disruptions to key channels, engagement strategies, and necessary investments.

Don’t have time to read the 30-page report? Here are the key predictions you need to know:

• By 2025, 50% of consumers will cut back on their use of major social media platforms due to declining trust.

• By 2026, 60% of CMOs will adopt tools for verifying content authenticity and supporting user-generated content to protect their brands from AI-driven misinformation.

• By 2027, 70% of tech and service providers will use GenAI to create immersive customer experiences, forcing you to rethink how you handle social media, search, creativity, and brand perception.

• By 2028, GenAI-powered search will reduce organic traffic by 50% or more as people change how they search for information.

As transparency in GenAI’s data sources becomes more important, brands will need strong data hygiene to use large language models effectively. And with 53% of consumers already feeling that social media is in decline due to misinformation and toxic behavior, marketers need to be ready to adapt.

Access the report at Gartner. 

The Rapid Adoption of GenAI

Generative AI is an emerging technology with significant potential. Still, its impact on the economy will depend on how quickly and widely it’s adopted, say researchers from the Federal Reserve and Vanderbilt University. They conducted a national survey on generative AI usage, covering frequency of use, tasks, roles, and platforms. 

The most interesting stats?

• Over 24% of workers used it at least once in the week and about one in nine used it every day at work. 

• Generative AI is being adopted faster than the personal computer and the internet.

• The most popular AI platform is ChatGPT, followed by Gemini and embedded AI (like Microsoft Copilot).

• Writing communications and searching for information are the top two uses.

Read the research findings here.