Lisa Harmer
Campaign and Program Director
Why AI Needs HI: Human Intelligence
Artificial Intelligence is revolutionizing industries at lightning speed. As a copywriter, I used to worry that my job would be among those replaced. But after working with AI tools for our clients, I’ve realized that AI isn’t here to replace me or other content creators—it’s here to amplify what we do. For AI to reach its full potential, it needs something only humans can provide: HI, or Human Intelligence.
At Targa, we’re building a future where AI and human creativity come together to deliver incredible results. Here’s how we make the AI-HI partnership work for our clients.
1. AI is a Starting Point, Not the Final Destination
We use AI to kick-start the creative process, to help brainstorm ideas and shape rough drafts. Think of it as an advanced brainstorming session: AI gives us a foundation, but it’s often awkward, incomplete, or a bit “off.” Before AI, we’d flip through old campaign books, scour competitive ads, or dive into a donut-fueled brainstorming session with the team. Now, we can get some quick initial ideas from AI, but those ideas only shine once we apply our creative instincts and insights to bring them to life.
2. AI Needs Thoughtful Direction
Just like a team member, AI performs best when guided. We carefully train our AI tools to understand each client’s brand guidelines, messaging, tone, and product details. This involves crafting and refining prompts, trial and error, and continuously tweaking the inputs to ensure AI aligns with our clients’ voices and needs. It’s thoughtful, scientific, and ongoing—a partnership that grows smarter and more precise with time.
3. AI Excels at Editing and Proofreading (But It Can’t Replace Our Voice)
Let’s face it: reviewing content repeatedly can make anyone’s eyes glaze over, and mistakes can slip through. AI’s mechanical precision is perfect for catching spelling errors, grammar slip-ups, and readability issues. However, it lacks the personality and nuance that connects with audiences on a human level. This is where HI shines—adding the voice, character, and empathy that make content truly engaging.
4. AI Sometimes Just Doesn’t “Get It”
We’ve all been there: plug solid information into an AI tool and receive something…strange. Maybe it’s nonsensical, inaccurate, or just a little “off.” That’s because AI can’t understand industry-specific subtleties, competitive dynamics, or market nuances the way we do. Our expertise in the product’s features, value propositions, and brand story creates a final layer of context that AI simply can’t replicate.
5. Context is Key—for AI and HI
One of our biggest challenges is when clients give us minimal details for a project. Without background information or critical insights, it’s tough to create high-value, on-target content. The same applies to AI—it’s not a silver bullet. To get the best results, AI and human teams both need the right tools, data, and context to generate powerful marketing solutions that truly resonate.
6. AI is a Tool, Not Our Bottom Line
At Targa, we bill for time and materials only. Using AI helps us work faster and more efficiently, which saves our clients money. For example, if a project once took six hours of research and drafting, we can now harness AI to handle research and then apply our HI expertise to refine and complete the draft in two hours. The result? Projects go to market faster and leave room in your budget for more campaigns.
Embracing the AI + HI Power Duo
The future of marketing isn’t about choosing between AI and HI; it’s about embracing both. AI can help us streamline, ideate, and edit, but the heart, creativity, and strategic thinking that make content powerful and engaging will always come from humans. At Targa, we’re proud to use the AI-HI partnership to deliver unique, effective, and high-impact solutions that drive results for our clients. PS…this content was generated by a human, run through an AI editor, reviewed and personalized by more humans. AI+HI at work!Jason’s Take
We’re all paying big-time attention to how AI supports creative services. AI is a powerful expediting tool for us—and for our clients. To further explain, the fundamental principles of Targa’s marketing and creative services are the same today as when we opened our doors in 2002. We start by aggregating all influencing data—relevant and irrelevant—with the help of our clients and their customers. We then craft on-target messaging (storytelling) and media (delivery tools) with right-time and right-place campaigns.
Today’s AI tools expedite that same aggregating process, capable of swiftly producing both relevant and irrelevant messaging. Our AI-supported human-listening and human-sifting process is no less deliberate and strategic today. AI can often accelerate our collaborative right-time and right-place model. For our clients, this acceleration to market also means fewer billable hours to deliver meaningful campaigns.