I WONDER ABOUT the evolving landscape of healthcare advertising, in which the integration of AI presents both promise and peril. AI, with its ability to swiftly materialize concepts from data and algorithms, offers unparalleled efficiency and speed. It captures patterns and commonalities to generate compelling insights, potentially revolutionizing how we communicate healthcare messages. Yet, amidst this technological leap forward, we must pause to reflect on what makes us uniquely human.
At the heart of our humanity lies vulnerability. Our imperfections—the lines etched by time, the asymmetry of our bodies, the unspoken truths conveyed through subtle gestures—these define our essence. They connect us through empathy, enabling us to understand and alleviate each other's suffering. This human touch is crucial in healthcare advertising, where our aim is not just to inform but to evoke genuine empathy and understanding.
I WONDER IF AI were tasked with recreating Picasso’s "Guernica" after analyzing all the world's art. Could it capture the raw emotion, the depth of human experience that Picasso infused into every brushstroke? Probably not. The philosopher Daniel Dennett warns in his essay "The Importance of Being Artificial,"1 against the hubris of making AI overly human-like and the emergence of "extremely manipulative" autonomous agents from flawlessly glamorous artificial influencers to deepfake pornography, and romantic scams compromising love and longing. This obsession risks to overlook the true essence of humanity: OUR VULNERABILITY.
AI-driven innovations in healthcare advertising, while efficient, must tread carefully not to diminish authenticity. Direct-to-consumer healthcare campaigns often face criticism for their lack of genuine portrayal. Imagine extending this critique to AI-generated avatars depicting individuals battling serious illnesses. How would a patient feel, seeing their struggle reduced to a simulation? Would it truly convey the empathy and compassion needed to inspire hope and understanding?
A close friend of mine was recently diagnosed with triple negative breast cancer and despite the 20 years I have been working in this industry, the majority of which I developed campaigns in oncology, I leaned mostly into communities of cancer survivors and their loved ones looking for human connection, support and real-life experiences while my friend trusts her oncologist to identify the right treatments for her.
Our role as creators in healthcare advertising goes beyond mere representation; it is about capturing the nuances of human experience with sensitivity and respect. AI can be a powerful tool in realizing creative visions and enhancing efficiency, but it should complement rather than replace human creativity. It should aid us in telling stories that resonate deeply, rather than diluting the authenticity that defines our shared humanity.
In conclusion, let us embrace AI as a partner in creativity while safeguarding the qualities that make us human. Let us harness its potential to amplify our empathy and understanding, rather than allowing it to diminish the very vulnerabilities that connect us all. By striking this balance, we can ensure that healthcare advertising remains a beacon of compassion and authenticity in an increasingly technological world and creators will continue to create. Not recreate.
Citation:
1. Dennett, D. C. (2006). The importance of being artificial. The Age of Spiritual Machines, 1, 123-136.
