Generative AI is no longer a distant concept—it’s actively shaping how commercial treatments are conceived, visualized, and presented. While AI-driven tools like Midjourney, DALL·E, and ChatGPT have become integral to many creative processes, their role in commercial treatments is still a subject of debate. Are we really at a point where AI can craft compelling, emotionally resonant treatments? Or are we just scratching the surface of what’s possible?
The recent announcement of Meta’s AI-powered ad tool—described as a social media nightmare by some—has reignited the discussion. Zuckerberg’s vision of AI-driven, dynamically generated ads that adapt to individual users in real time points to a future where personalized content is the norm.
But how does this translate to the nuanced and intricate process of creating commercial treatments?
The Current Landscape: Integrating AI in Treatment Creation
In the realm of commercial treatments, generative AI has found utility in a few key areas. Tools like Omneky’s Creative Generation Pro and Brandtech’s Pencil are designed to automate ad content, from visuals to narrative drafts, but they are primarily targeted at fast, high-volume social media content rather than the crafted, intentional storytelling required for commercials.
What’s more relevant to treatments are AI tools specifically aimed at creative support. Midjourney and DALL·E are widely used for generating visuals from text prompts, allowing creatives to visualize unique concepts or moods that are hard to find elsewhere. While useful for mood boards or visual references, these tools still require human intervention to curate and contextualize outputs.
The Reality Check: Why Are We Not Quite There Yet?
While some companies promote AI-generated treatments as a revolutionary step, the reality is more nuanced.
AI might help visualize a surreal concept or enhance a storyboard, but it lacks the depth to create truly original, culturally nuanced treatments that resonate with clients and audiences.
The creative process behind treatments involves more than just assembling visually appealing images—it’s about crafting a coherent narrative and maintaining the director’s unique vision.
Creative experts caution against over-reliance on AI. As Derek Powell, Director of Creative Services at Tool, notes, AI can aid in organizing thoughts and generating initial drafts, but the core creative direction must still come from human insight. Similarly, Nicolas de Sola from Stink Films highlights how generative tools speed up visualization but don’t replace the director’s interpretative and narrative skills.
The Human Touch: Why Authenticity Matters
One major limitation of AI-generated treatments is the lack of emotional and cultural sensitivity. AI can generate stunning images, but without understanding context, symbolism, or cultural nuances, it risks creating generic or even tone-deaf content. Treatments are not just about visual appeal—they’re about connecting with the audience on a human level.
In a recent analysis, Prodigious’ Alesandra Miro Quesada emphasized that while AI can provide drafts, real creative storytelling requires a human touch to infuse authenticity and relevance. The emotional impact of a treatment often comes from a director’s personal interpretation, something that AI currently cannot replicate.
Finding the Balance: The Future of AI-Enhanced Treatments
So, where do we go from here? Rather than seeing AI as a replacement for human creativity, the industry might benefit from viewing it as a collaborative tool.
AI can handle repetitive or technical tasks, freeing up creatives to focus on storytelling and emotional resonance.
As the industry continues to explore the potential of AI, the challenge lies in maintaining the integrity of creative vision while leveraging technology for efficiency. The most successful treatments will likely be those where AI assists rather than dictates, enhancing human creativity without overshadowing it.
While generative AI is making strides in commercial treatments, we’re not quite there yet. The human element remains irreplaceable, particularly when it comes to crafting emotionally engaging and culturally relevant content. As AI evolves, so too must our approach—balancing innovation with the irreplaceable touch of human creativity.
What Next?
If this resonates with you, we’ll be sharing more deep dives into the craft of treatment writing and design. Let us know if there’s a topic you’d like us to explore next.
🔗 Check our work at http://www.treatmentsbyghost.com
🔗 Job inquiries info@treatmentsbyghost.com
🔗 Follow @ghost_treatments for more insights