As an innovator, AI was until recently something that was brought up in a presentation of its technology. I remember working at IBM looking for ideas to sell and communicate what their Watson AI system is all about.
Watson helps organizations predict future outcomes, automate complex processes, and improve employee time.
But I never thought he was there to help me.
But now, thanks to my time at Wunderman Thompson, I see him as a serious contender for the go-to. For many creatives, getting used to digital thinking first was hard enough and now AI seems to be taking us to a different level of brain soreness.
Speaking personally, I think traditionally creative people are creatures of habit and tend to trust their brains to something that seems odd.
We also don’t like change that much either. But we are not that stupid and we know that change will happen.
Since Covid, effective digital strategies have become extremely important to our clients. Especially now with major changes in shopping behavior and subsequent inflationary pressures.
With this acceptance, more and more people are talking about the emergence of artificial intelligence.
We hear how AI will be able to think the way we do.
We hear how AI is very effective in targeting and communicating with consumers.
We even hear how he doesn’t need to sleep.
But that’s what tech experts say.
But what are the creators saying now that AI is a real player?
First, I think it depends on who you ask.
Some say AI is the end of inspirational thinking outside the box. Others say AI will make work boring and lack the ability to be emotional or awkward. And as a new recession looms, some say AI is all about excluding us.
I can understand why some creative people think this way. I heard the same thing from print designers when Macs took over and then later, when we all needed to be more than TikTok. However, just a few miles down the road, we have adapted to many changes and are now using them to do award winning work.
Take part in this amazing campaign that won the first ever Creative B2B Grand Cannes Lions competition. It is an AI-powered solution, created for architects to create custom color palettes. It’s a great example of creativity using artificial intelligence to bring an idea to life.
Another great example is this award-winning idea from BT that uses artificial intelligence to draw a line under hate speech in football. It not only makes the creative design better, but it adds scope and collects data instantly.
It is inevitable that computers perform human functions. But this is the case everywhere and in every sector.
I went to a supermarket recently and filled the cart, paid the money and walked out of the house without seeing a single store worker. My car keeps beeping when I drive irregularly. It is life and we must accept that. Let me suggest not just excluding it, but embracing it. This is what I’m trying to do. I am fortunate enough to work with the best data and technology teams in the business.
Intelligent above faith.
What I’ve learned is that AI is a great tool that can help us be more creative.
May it make us better creators.
It was not developed to make us all into zombies.
He’s here to help us see the things we used to miss.
Do things we couldn’t do before.
It’s no different than the smartphone or laptop you’re reading on. Help us speed up our thoughts. Giving us information and appearing uniquely minded.
Artificial intelligence is like that.
Forecasting and analysis.
A real helper that helps us look at things differently.
And let’s face it. Considering where technology is taking us and the capabilities it offers us, it seems like the perfect time for ‘artificial intelligence yourself’.
Weave it with our wildest thoughts.
It’s not like we don’t actually use it to improve our lives.
Your iPhone with Face Unlock
This is artificial intelligence.
I get this example helps you and does not take your job. But AI can help you be better at your job. Because when you really use AI to bring out creativity, the Cannes Lion GP can happen.
I spoke to Alex Steer our global chief data officer, who makes sure AI is taken seriously across the network, and he said, “Ask ‘Is AI ever going to be innovative? Is the wrong question. Anything can be creative if you use it to be creative. AI helps creative people see new opportunities and do what others think impossible. Like many other tools, AI makes truly creative people more valuable to businesses and society, not less. .”
So, what to say. Or do I say, “What do I do?” Artificial intelligence is a valuable tool that helps me generate different ideas faster and more efficiently. He’s not perfect and sometimes he throws in some weird stuff. But it is a valuable tool that is here to stay.
As one open minded scientist once said. “For those who only have a hammer, everything they encounter begins to look like a nail.