Sunny Thinking AI

by Sunny Thinking

Sunny Thinking AI is nothing new. It’s been here since we established Sunny Thinking back in 2008. Rest assured there’s nothing artificial about it. What we’re talking about is the power of authenticity… Sunny Thinking is Authentic Intelligence.

Mohamed nohassi _unsplash

being what it is claimed to be; genuine
real, true, or what people say it is

not sincere; not truly intended

You can’t escape the big conversation over AI these days. It’s the 2024 hot topic. On the one side you’ve got folk championing it’s the best thing since sliced bread and on the other, we’re all doomed and the bots are taking over. There certainly is two sides to every story. In our creative marketing world it’s certainly a big debate. You can’t escape adverts and messages promoting various AI tools to help with this, that and the other… ChatGBT on steroids.

So, where do we stand on it all? We’ve never been ones for the homogenised, sausage factory production line approach of churning out the same old same old copycat ideas. That just creates a cycle of making things uniform and much of a muchness. Brands and businesses beware. AI in the wrong hands pushes communications further and further in to the world of similarity and lack of brand authenticity or product sincerity. Dare to be different!

Every brand, business and product is different. Our pride has always been on doing the hard yards and getting to know our clients inside out and what makes them unique to help tell their stories. And believe us, the most successful clients we’ve worked with over the years all have one thing in common – they’re authentic and true to who they are and what they want to say. Authenticity has always been one of the foundations of ‘ideas by clever people’. Yes it’s hard to be truly original in a postmodern world but you’ve not got a chance in hell if you fall to the perils of generic automated creativity. We’ve seen recently at first hand how bad those results can be by some clients who have chosen the dark side!

In today’s fast paced digital world where we’re bombarded with information, choices and intense competition, what really makes a brand or product stand out? From our experience, what’s more important than ever before is a genuine, credible, trustworthy and authentic experience in our hyper-connected world.

An authentic brand or business is one that decides to be transparent and consistent in its messaging and branding initiatives. It has business values it remains true to, and most essentially, it is honest. That will never be achieved by simply asking ChatGBT to crank out some generated content based on inputting a few lazy details.

Before you say we’re a bunch of luddites or we should crawl back to our caves, we’re not saying there’s not a place for AI tools, we’re just saying be careful what you wish for and how you use it. Also let’s not forget the whole creative marketing process… we’re all humans, we share ideas, we collaborate, we grow organically together…we drink coffee, that’s the beauty of what we do. It’s not just about auto generation, where’s the joy in that?

Now where’s the notebook and sketch pad, time to generate some authentic intelligent ideas!

Sunny Thinking tangent alert!...

You know we love a good sporting analogy here @sunnythininghq! So a slight side note if we may. If you ever play football, tell us truthfully what’s better? A sliding tackle, muddy knees and the skills needed to play on the erratic nature of a grass pitch or the predictable roll and black pellets in the socks from an artificial pitch? Forget the postponements due to Northwest weather (and last minute Sunday lay ins!) that’s all part of the fun. Plus, let’s not mention the proven fact there’s more injuries on artificial turf than grass. That's one to discuss down the pub later!

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