We’re at a tipping point - Matt Gee presents how AI is redefining creativity
In today’s evolving creative landscape, data and Artificial Intelligence (AI) is enabling a new process, one where man and machine are symbiotic in collaborating to create new forms of experiences. Isobar UK’s Head of Digital Transformation, Matt Gee, presented Man X Machine: AI Redefining Creativity as part of the D&AD Fringe Festival to discuss what he describes as the advertising industry’s “tipping point”.
In the session hosted at Dentsu Aegis Network’s mobile agency, Fetch, in The Tea building in London, Matt spoke about how advertising has reached a tipping point, explaining that, “Advertising has always been about that one moment of inspiration. However, in an always-on world, advertising is everywhere. From social media to products, multiple consumer touch points mean brands can inspire people at any moment.”
Matt went on to highlight how businesses and brands who leverage technology and data in their advertising efforts will see a host of new creative opportunities, but noted that the current creative processes need to evolve within agencies too, “It’s imperative for agencies to rethink their creative make-up to enable them to access the vast new opportunities that AI, technology and data can offer.”
But what does the onset in AI, technology and data mean for craft? “Craft is more important than ever” Matt explained “Technology and data are creative enablers, they do the heavy lifting, which allows us to bring to life bigger and better ideas that are deeply rooted in insight. And craft is imperative to that, as it elevates human emotion and empathy."
However, among all of the opportunities that AI, technology and data provides, Matt warned that we can’t simply unleash new technology into the world without setting parameters. As curators and architects of experiences, we have a moral duty to ensure that what we create for our clients is beneficial to society, and serves to make our lives better.
Read the Man X Machine: AI Redefining Creativity blog here.