How AI is redefining the way we work in the post-pandemic era

We all have scars from the Covid-19 pandemic. Some deeper than others. 

I thought I was cruising through it relatively unscathed. Working remotely as a Creative Director, I felt that I had mastered the virtual workplace and culture. I was leading  teams and serving my clients with excellence. We were doing really transformative work for some of the biggest global brands.   

Then the spring of 2023 hit and at 47, I lost my main contract due to downsizing.  

I’ll be honest. It was tough—like, really tough. Suddenly, I found myself spending hours mindlessly scrolling LinkedIn, sending out countless resumes, hoping for a bite. 

The year that followed really tested me - not just my ability to land a job but it tested my savings, my spirits, and my health.  

The creative industry was a mess with job cuts everywhere and no clear end in sight. I was applying for Creative Officer positions all around North America, but so were hundreds of others.  

Very quickly, I realized I needed to stand out. And so, I decided to hone my skills in Artificial Intelligence, as I was observing a growing concern within C-Suites regarding how AI would impact productivity internally and competitiveness externally. 

A quick definition to set the stage: Artificial intelligence (buzzword – “AI”) is a branch of computer science dedicated to creating systems that can perform tasks that would normally require human intelligence. AI can provide learning, solve problems, recognize patterns, evaluate risk and make decisions. 

 
The COVID-19 pandemic significantly accelerated the growth and adoption of artificial intelligence (AI) across various sectors.  

It played a critical role in healthcare and how we responded to the spread of the virus, leading to a much-improved tele-medicine offering. AI supported employee transition to remote work, facilitating virtual collaboration, productivity and engagement.  

The pandemic led to a boom in e-commerce, and AI was integral in personalizing the online shopping experience.  

In addition, organizations were forced to accelerate digital transformation. Companies invested in AI to automate processes, enhance decision-making, and gain competitive advantages in a rapidly changing environment.
 

And while AI offers significant advantages, there are significant challenges associated with its use in a corporate setting. 

AI systems can perpetuate and amplify biases, leading to unfair or discriminatory outcomes. For example, facial recognition technologies have been found to have higher error rates for certain demographic groups. 

Relying heavily on AI can lead to a loss of human expertise and critical thinking skills. In cases where AI systems fail or are unavailable, this dependency can have negative consequences. 

And, we all know a student who used AI to write their essay for English class.  

AI poses novel legal and ethical challenges, including questions about accountability, autonomy, and the appropriate use of technology. Regulating AI effectively requires balancing innovation with ethical considerations. 

It was these drawbacks that inspired me. 

I immersed myself and developed a service offering that supported organizations in navigating AI and how it could transform their business and creative ideation.  

If used properly, I believe AI isn't just about doing things faster; it’s about doing things better, finding new ways to tell stories, and making brands come alive in ways I hadn’t thought possible. 

I started demystifying AI for companies so they could embrace its advantages and use the technology to their full advantage.  

It’s more than just keeping up; it’s about companies telling their story in a fresh way and using it to connect with key audiences, customers, and their employees. 

Take this one tech startup in the U.S., for example. They were lost in the crowd until I helped them as their temporary Chief Creative Officer. We used AI to really understand and reach their audience. It wasn't long before they stood out and started turning heads, increasing profitability and attracting new investors. 

The truth is, AI is reshaping our jobs in the marketing and creative sectors. Companies have to embrace it not just to keep up with the times but to lead the way. If we are smart about it, AI can help us do our work in new, faster and exciting ways.  

And while I emerged from the pandemic with a few scars, I also emerged with a new passion.