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RESEARCH, ANALYSIS & TRENDS









































             Will human creativity still be needed


             in the future?



            Those who are engaged in marketing today get the im-  Well, the rapid advances and technical possibilities that
            pression that machines could soon take over their job,   artificial intelligence (AI) will provide soon is spurring
            right? But according to Ketchum Pleon’s Chief Creative   not only discussions among artists but inspires and
            Officer, Petra Sammer. that’s so far not quite true.   boosts the advertising and communications industry,
                                                                 too. For instance, Saatchi & Saatchi already presented
            The expert in storytelling writes in one of her articles   the first AI-video, music studios composed the sound
            that the once chaotically acting creative industry is al-  for commercials using algorithms, media planners al-
            ready looking for the workflows of the process-optimized   lowed computers to decide on the placement of ads,
            IT industry, raising the provocative question when there   press offices fancy answering questions automatically
            will be the first robot to win a Cannes lion?        via chatbot, and IBM's Watson proved during Wimble-
                                                                 don 2017 that it is possible to do without a whole edito-
            Well, thinking of AI, AR, VR, chatbots, programmatic   rial team.
            planning, etc., who knows if that will really happen
            sometime soon? The fact is that ING Bank won last    The advantages of the machine compared to the hu-
            year several Cannes lions with a project that creatively   man being are simply manifold and quite impressive: AI
            staged the topos "human” vs “machine”: In order to po-  programs are faster, more effective and in the long
            sition itself as an innovative bank, ING had scanned in   term much cheaper. It is therefore no wonder that sto-
            all portraits the Baroque painter Rembrandt had ever   rytellers from marketing and corporate communications
            painted. With this enormous amount of data, a new por-  are particularly interested in this technology. Because
            trait was then produced by a 3D printer. Hence, “The   the art of storytelling offers some aspects that can be
            next Rembrand" was not a copy but a newly created    easily automated. For example, the structure of a story
            work and even sent creatives into transports of delight.   (beginning, middle, and end) or e.g. the Aristotle’s sev-
            The core of the discussion the project triggered was the   en golden rules of storytelling, a computer can quickly
            question: If you can teach a machine to create a crea-  capture and an algorithm automatically create. Prefabri-
            tive work, will human creativity be superfluous in the   cated text modules can be put together in a smart and
            future?                                              flexible way, as we already see in robot journalism to-
                                                                 day, not to mention that Netflix adapts stories constant-
      4            September  2017 - Immersive & Engagement Marketing (AR / VR)
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