Advertising & AI. Awarded Intelligence

Written by Adam Horne, Senior Digital Creative from Australia...



Temoignage adam hormeAfter graduating from Monash University in Visual Communication (Honours) Adam Horne has lectured in graphic design, typography, web design, advertising, and international communication - at three universities on two continents. As a marketing professions Adam has worked with Nestlé, Levi’s, MotoGP, MasterCard, Ford and Microsoft. Adam Horne is most interested in the nexus between communication and technologies, and how they influence the relationship between people, cultures and products. He’s most at home when he can expand an idea across all mediums and platforms without prejudice. He's driven by curiosity. And fear, and money, and a love of expensive French cheeses, but mainly Adam Horne is driven by curiosity…

 

 

Congratulations. You made it. After a whole lot of study, some pretty crazy internships, and a whole lot of work, you made it. You’re an advertising creative. And you’re good. Really good.
So good your Creative Director has send you to the Cannes Lions International Festival for Creativity. As as reward for a whole lot for work that makes them look great.
As champagne flows and flows, rumours grow and grow. Finally it’s discovered that the Grand Prix winning campaign was created not by hard working creatives like yourself. But it was created by an artificial intelligence system.

Now there’s something that had never crossed your mind. But ever since you finished your studies, there’s always been more and more smart systems, to, you know, make you smarter.
Remember when you got a smart-suggestion feature in your writing app - and let’s be honest, your writing has been better for it. And that auto-layout in your design software really does make things quicker. Sure we all laughed when it put the logo over the headline. We all saw those memes. But you must admit, it’s got a whole lot smarter, and made you a better designer. A designer who saves an hour or two a day…
But you never thought the cloud/computers/assistants could actually beat humans at creativity? I mean, we’re human. Who better to understand humans than humans?
I mean the Canne Lions is a human event.
You pour another glass of champagne. And you start to think.

What happens then?

Do they disqualify the campaign?—?like a robot would be disqualified at the Olympics? Maybe. That would level the playing field. But if the Canne Lions are about rewarding the greatest creativity on the planet, that’s a bit weird isn’t it…
Does the planning department get the award? Maybe they should. Think about it. You need to ask a great question to get a great answer.
Do the Creative Directors win the award? Maybe they should. I’m sure there was a human - perhaps a very brave human - that selected this particular work.
Do the software developers win? Maybe they’re the real heroes. They made the thing that won the award. And you remember from that Web Design class in university, coding is super hard.

You sip your champagne and look out to the beach. And you kind of feel silly for not seeing this coming. Creeping, year after year, closer and closer, to this moment.
Because our world has become a world where artificial intelligence and deep learning breakthroughs are the new Moore’s Law.
Even at uni you read about stuff like IBM’s Watson, Google’s DeepMind and Facebook’s DeepFace. You even used consumer facing things like Apple’s Siri or Google Now - even if they could only be trusted to set a timer with your voice when you cooked pasta. And boy, did you eat a lot of pasta when you were studying.

The fact is, innovation simple gallops ahead.

banner article ai

Art direction, blue. Copywriting, green. Creative technologist, red. Strategic planning, yellow.
You look up at the sky and realise how small you are. Not in a bad way. In a beautiful way. A way that reminds you of just how much potential there is in this world. Your mind’s now swimming in the sky. In a state of flow.
Maybe we should stop thinking about creativity as a uniquely human vocation. It’s hubristic and arrogant at best, and prideful and ignorant at worst.
We need, as an industry that champions the power of ideas, to keep that in mind.
You remember reading that creativity is just new combinations of existing things. That’s it! And that sounds like something a deep-learning system could get better at over time.

A lot of people might find this future to be cold and oppressive. But you don’t. You think about the potential for big, new ideas to be developed.
A future that, ironically, thanks to computer systems, is more humane, and beautiful, because of those systems.
But not everything will change. You smile and look down.
There will always be champagne at Cannes…

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