At Magpie, we’re in the business of creating meaningful behaviour change through robust behavioural research, creative communications and marketing, and effective community collaboration.
Our mission is to help organisations connect with their audiences, inspire action, and make a real impact. And with the ever-evolving integration of artificial intelligence (AI) into our work, we’re driving change more effectively than ever before. Yet AI isn’t just a trendy buzzword we’ve jumped on, but rather a tool we use prudently and powerfully, amplifying our human expertise rather than replacing it.
So, how do we harness its vast potential to strengthen the impact of our work while ensuring that our humanness remains at the core of what we do? Let’s dive into how AI has become an essential part of our approach, and why it could be the key to unlocking better results for you.
How does AI fit in the ‘Magpie way’ of doing things?
AI has the capability of processing vast amounts of information, generate extensive outputs, analyse trends, and simulate scenarios that would certainly take humans considerably longer to achieve. But while AI excels in these areas, it lacks the nuanced understanding, creativity, and contextual awareness that humans naturally possess to build truly effective strategies. This is where our team of experts comes in.
At Magpie, we don’t use AI to do the thinking for us — we use it to do the heavy lifting, freeing up our experts to focus on what they do best: connect with people on ground, understand the complexity of their behaviour in the given context, and translate that knowledge into creative strategies that resonate with people. AI gives us the speed and breadth, while our experts provide the depth of understanding and creativity that makes our work stand out. This synergy between AI and human expertise allows us to work more innovatively and efficiently, delivering better results and greater value for money for our clients.
Powering our research and behavioural insight
In our research and behavioural insight work, AI acts as a catalyst, not only helping us work smarter and faster but also equipping us with an exhaustive list of options we must consider. From filtering relevant research articles and supporting the development of research materials to assisting in complex data analyses and meticulous behavioural diagnoses, AI enables our behavioural scientists to consider best practice examples from around the world, efficiently process enormous volumes of information, simulate future scenarios based on specific ideas, and craft holistic actionable strategies.
It is true that AI can generate vast amounts of generic and useless output. Through training and practice, our behavioural scientists have developed a reliable approach for engineering AI prompts, and combined with their deep expertise, they skilfully guide the process by asking AI the right questions and critically sifting through the myriads of output, ensuring the takeaways are meaningful and the quality of insight is not compromised.
The opportunity cost of not using AI in behavioural research is far too high as it enables us to work more efficiently and effectively, giving us the bandwidth to focus on what really matters: deeper contextual insights from within communities and multidisciplinary collaborations to produce holistic strategies that truly make a difference.
Giving wings to our creative thinking
In our creative studio, AI is not just an efficiency enhancing tool but an enhancer of our artistic vision. AI-powered features in the Adobe Creative Suite, like Generative Fill in Photoshop, allow our creative designers to streamline their work and generate ideas faster than ever before. This feature helps us quickly fill in areas of an image with suggested content, cutting down on manual tasks and leaving more room for creative thinking. AI-driven tools not only transcribe audio effortlessly but ensure subtitles are perfectly synced with speakers, allowing us to focus on refining the message and design rather than getting bogged down in repetitive tasks.
Beyond image and video, we also use Adobe Podcast’s Enhance Speech tool to polish audio and create a professional soundscape for projects like vox pops and interviews. This tool is a game-changer for cleaning up noisy background sounds, saving hours of manual editing while giving our team the flexibility to focus on crafting compelling narratives. These AI-driven solutions allow us to maintain high-quality standards while accelerating workflows, ensuring we deliver creative outputs that resonate with audiences without compromising efficiency or originality.
Leading creative behaviour change with innovation and agility
The skilful blend of AI and human expertise is proving revolutionary in the domain of creative behaviour change, and we’re leading the way by combining the computational brilliance of AI with our team’s deep knowledge of human behaviour, creative skills, and expertise in engaging communities. We pride ourselves on being an agile and curious team that stays abreast of the latest developments in the tech world, continuously innovating our approach with new tools and insights. This commitment to innovation ensures that we remain leaders in the industry, capable of adapting to the ever-changing landscape and delivering cutting-edge solutions for our clients.
Whether you’re looking to drive creative behaviour change through insightful research, creative strategies, or community collaboration, our approach ensures that you’re getting the best of AI’s vast capabilities and the best of human expertise. Join us on this exciting journey and discover how our industry-leading approach can enhance your projects, amplify your impact, and drive the behaviour change you envision. Let’s harness the power of human expertise and AI together to make real impact.
Contact us today to learn more about how our innovative approach can help you achieve your goals and make a lasting impact.