How machine learning is liberating creativity

How machine learning is liberating creativity


I think to characterize machine learning and creativity as being somehow opposite is to misunderstand how machine learning can impact advertising. I think this is a perennial question that
we hear over and over again. When Photoshop came along or desktop film
editing, everyone was worried that those tools were going to be at odds with creativity. But that’s not true. In fact, they created waves of new kinds of
innovation and creativity that we now take almost for granted. And I think the same thing is going to be
true about all the tools that’ll come along with machine learning. Creativity is actually being liberated by
all these other changes. Data is informing creativity, so that you’re
more guided in a tighter brief. Great creatives love data, and great creators
love automation, because instead of making an ad, they get to make an ecosystem that’s
right for a brand, and then dynamic creativity can then render that into something that’s
really special and personal for an individual. Machine learning is disrupting each and every
facet of what I do today. Right from the planning process, what we know
about the market, what we know about the consumer to actually crafting the idea. Because you have a lot more input. So machine learning not only helps you understand
how to plan for that, but actually implement it as well. I think stories can be more personal and more
additive, more respectful, more useful when they are data oriented. Data-driven creative for me no longer means
switch this pair of shoes for that one, update that price, or insert logo name here. We can do so much more with this kind of technology
to bring products to life in ways that are more human. And, in fact, advertising can be more human
when it is more data driven.

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