The sophistication of artificial intelligence (AI) software is giving rise to a healthy debate about human creativity v machine creativity.
Whilst there is general agreement that AI will eventually take over many task orientated jobs, there is skepticism over whether occupations that require high creative intelligence will become automated.
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One of the main benefits of AI is saving time on mundane tasks. Working with a machine can ease the workload for creatives and allow them more time for strategic and creative thinking. But it’s more than just a time saver. From providing data insight to enable marketers to better understand their consumers to ideating and iterating basic ideas to aid the creative process, AI can provide valuable support.
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AI is also a powerful tool and partner for musicians. There is an entire industry built around AI services for creating music. Big players like Google and Spotify are all getting a piece of the action. Many of the systems work by using deep learning, a type of AI that’s reliant on analyzing multiple layers of data. Dance anthems through to pop classics can be analyzed for their chords, tempo, length etc so the software can determine patterns and create music. AI platform Amper’s co-founder, Michael Hobe, says “It’s more of intelligence augmentation. For me, it’s allowing more people to be creative and then allowing the people who already have some of these creative aspects to really further themselves.”
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Recently, The & Partnership London turned to tech company Visual Voice to build an AI platform that could write the next Lexus ad script, with visual recognition support from IBM Watson. The first step was to feed the machine the right information. The AI was trained with Cannes Lions-winning car and luxury advertising – 15 years worth – to find trends associated with acclaimed advertising and it was taught to be intuitive. This was done through drawing on emotional intelligence data and via a study conducted in partnership with applied scientists which explored intuition.
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Google’s AI boutique DeepMind is developing an AI with imagination. It’s this distinctly human ability to construct a plan, to see the consequences of actions before they are made, that could really shake things up.
Link to the rest at Forbes
Here’s the Lexus ad created entirely by artificial intelligence: