LONDON: Programmatic, personalisation, content, social media and response-led digital have led to the exponential growth in collateral that has allowed a creativity deficit to widen in marketing, says Oliver Feldwick, prompting the need for marketers to understand how AI can help agencies plug the creativity gap.

Writing in the latest issue of Admap, Feldwick, CHI & Partners’ Head of Digital Strategy, acknowledges that our current situation might draw comparison with that of Terminator 2: “Only through working with the machine can humanity be saved.” (For more, subscribers can read the full article: Unleashing cyborg creativity)

“AI, machine learning and automation can provide tools to radically re-engineer agencies to fill the creativity gap, enabling us to deliver the creativity brands need, at a pace, scale, and quality that the modern marketing ecosystem demands”, Feldwick writes.

But to achieve it, we need a new “hegemonic ideal” to work towards, “where a new kind of cyborg creativity liberates human creativity, helping us to reach a new, higher-order creativity.”

Feldwick proposes four areas in which machines can augment the human. First, in the automation of simple tasks in order to save time. Second, automation can assist humans to “deliver craft at scale” – tools such as Adobe Sensei or the Washington Post’s Heliograf are helping create copy at scale – tools with obvious uses for agencies.

Third, AI’s real strength is in doing tasks to big (or too boring) for humans, helping them to find deeper insights. “Creativity is fuelled by insights from consumers, culture, business and the world. AI can help deliver deeper insights by sifting data, spotting patterns and making inferences that humans cannot.”

Finally, the higher-order cyborg creativity that appears wildly futuristic is available with advanced systems now. When DeepMind’s AlphaGo won the third and final game of Go against grandmaster Lee Sedol, its trainer, Fan Hui, had spent five months with the machine. Prior to working with the machine, he had ranked 633rd in the world; through playing AlphaGo, he had improved, ranking in the top 300s by the end.

But the benefit that Feldwick envisages for agencies is to pull staff away from grunt work. It should change how agencies charge for creativity, he added, helping to defend margins. “Separating capabilities from graft allows us to escape the billable hours model, making a shift towards a creativity-as-a-service model.”

Sourced from Admap