{"id":17808,"date":"2026-08-31T17:06:44","date_gmt":"2026-08-31T15:06:44","guid":{"rendered":"https:\/\/agcommtech.de\/2026\/08\/31\/generative-ai-in-communication-creativity-beyond-the-median\/"},"modified":"2026-08-31T17:10:47","modified_gmt":"2026-08-31T15:10:47","slug":"generative-ai-in-communication-creativity-beyond-the-median","status":"publish","type":"post","link":"https:\/\/agcommtech.de\/en\/2026\/08\/31\/generative-ai-in-communication-creativity-beyond-the-median\/","title":{"rendered":"Generative AI in Communication: Creativity Beyond the Median"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong><strong><strong><strong><strong><strong>Generative AI in Communication: Creativity Beyond the Median<\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/h2>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1131\" height=\"778\" src=\"https:\/\/agcommtech.de\/wp-content\/uploads\/2026\/08\/Lesetipp-1-Bild.png\" alt=\"\" class=\"wp-image-17800\" srcset=\"https:\/\/agcommtech.de\/wp-content\/uploads\/2026\/08\/Lesetipp-1-Bild.png 1131w, https:\/\/agcommtech.de\/wp-content\/uploads\/2026\/08\/Lesetipp-1-Bild-300x206.png 300w, https:\/\/agcommtech.de\/wp-content\/uploads\/2026\/08\/Lesetipp-1-Bild-1024x704.png 1024w, https:\/\/agcommtech.de\/wp-content\/uploads\/2026\/08\/Lesetipp-1-Bild-768x528.png 768w, https:\/\/agcommtech.de\/wp-content\/uploads\/2026\/08\/Lesetipp-1-Bild-900x619.png 900w\" sizes=\"auto, (max-width: 1131px) 100vw, 1131px\" \/><\/figure>\n<\/div>\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p class=\"wp-block-paragraph\">The white paper \u201cCan AI Create Beyond the Median?\u201d by Nanne H. C. Bos, published in August 2026 by the Scriptorium Initiative, examines how generative AI is transforming creative work in branding and communication. The starting point is the distinction between generation and creation: AI can generate plausible texts, images, or campaign ideas in seconds, but meaning only emerges through selection, context, and responsibility.<\/p>\n\n<p class=\"wp-block-paragraph\">A central thesis is that AI primarily raises the \u201ccreative bar.\u201d It makes professional forms of expression more accessible and increases speed, variety, and formal quality. At the same time, however, it tends to gravitate toward the median\u2014that is, toward the cultural center from which models draw their suggestions. When many actors use similar systems, the results become more competent but, at the same time, more interchangeable. Originality therefore does not arise solely from deviating from what is statistically probable, because models also master the conventions of the unconventional. What matters is that someone selects the one suggestion out of a hundred that reveals something new and discards the rest.<\/p>\n\n<p class=\"wp-block-paragraph\">Whoever makes the selection takes responsibility for the outcome. Bos illustrates this by examining how emotional cues are used. Brands appeal to a sense of belonging, care, or social purpose, and AI effortlessly replicates this language. It remains the task of communications to verify whether the organization behind the brand has actually experienced, chosen, or taken risks. Without this connection, a brand simulates a conviction it does not possess.<\/p>\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div style=\"--wp--block-button--width: 100;\" class=\"wp-block-button has-custom-width wp-block-button__width wp-block-button__width-100\"><a class=\"wp-block-button__link has-background wp-element-button\" href=\"https:\/\/scriptorium-initiative.ai\/whitepapers\/can-ai-create-beyond-the-median\" style=\"border-radius:0px;background-color:#274856\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>TO THE READING TIP<\/strong><\/a><\/div>\n<\/div>\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div style=\"--wp--block-button--width: 100;\" class=\"wp-block-button is-style-outline has-custom-width wp-block-button__width wp-block-button__width-100 is-style-outline--1\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/agcommtech.de\/en\/reading-tips-from-the-commtech-wg\/\" style=\"border-radius:0px\"><strong>ALL READING RECOMMENDATIONS<\/strong><\/a><\/div>\n<\/div>\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Scriptorium white paper shows that generative AI effortlessly reproduces emotional cues\u2014but true creativity requires responsibility. A strategy for communications professionals.<\/p>\n","protected":false},"author":2,"featured_media":17801,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[96],"tags":[],"ppma_author":[123],"class_list":["post-17808","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-reading-tips"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AI writes competently\u2014but its writing is interchangeable. How Brands Can Regain Their Originality - AG CommTech<\/title>\n<meta name=\"description\" content=\"White paper by Nanne H. C. Bos: How generative AI raises the creative bar but pulls the results toward the median. Why originality depends less on algorithms than on human selection.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/agcommtech.de\/en\/2026\/08\/31\/generative-ai-in-communication-creativity-beyond-the-median\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AI writes competently\u2014but its writing is interchangeable. How Brands Can Regain Their Originality - AG CommTech\" \/>\n<meta property=\"og:description\" content=\"White paper by Nanne H. C. Bos: How generative AI raises the creative bar but pulls the results toward the median. 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