Humans vs. Machines: Are humans and machines destined to compete or collaborate?
Let’s discuss why the next creative revolution will need both.
The creative industry is undergoing a new revolution that will change everything we know about the partnership between technology and creativity.
Creative Revolution: Art & Copy
Bill Bernbach and Helmut Krone, who worked together at the New York-based agency Doyle Dane Bernbach (DDB) in the 1950s are widely regarded as pioneers of the “creative revolution” in the industry, which saw a shift away from the formulaic and straightforward advertising of the past to a more inventive, irreverent, and emotionally resonant style of advertising.
Together, as art director and copywriter team, they created some of the most memorable and influential advertising campaigns of the era, including the “Think Small” campaign for Volkswagen.
Creative Renaissance: System & Story
The creative landscape was shifting in the early 2000s and required a new creative partnership: the system & story team was born. Nick Law, CCO of Accenture Song, is known for being a pioneer in the digital age when he brought at R/GA “together systematic thinking and creative thinking, so we can create brands that have meaning, and that people are willing to engage with.”
Amir Kassaei, DDB’s iconic former Global Chief Creative Officer once said that “every industry has its supernova moment in time when something happens that changes everything, elevating everything to a higher level and inspiring people to go on a new path and make their own mark.”
A.I. is the next supernova moment in the creative industry
A new breed of creative professionals is emerging in a world where technology and creativity intersect. This innovative role combines the creative skills of a traditional creative director with the technical savvy to direct and harness the power of generative AI systems like GPT-3, Midjourney, and DALL-E.
Creative AI Revolution: Human & Machine
Gone are the days of siloed art and copy or story and system thinking. However, I believe that the mindset of those will continue to play a major role in the rise of the human & machine partnership.
The new leaders - allow me to call them “Cybreatives” which is a mashup of Cyber and Creatives — are strategic-minded, hyper-creative individuals who are able to think like designers from a human- or stakeholder-centered perspective, taking into account the needs of people, the environment, and machines. I am certain this new form of creative leadership emphasizes the ability to direct and collaborate with AI systems, rather than just using them as tools.
As the use of generative AI continues to grow, so too will the importance of individuals with the skills and expertise to direct these systems toward the maximum creative output.
Humans are now able to run through massive amounts of research in a matter of minutes and identify needs and gaps in the market, allowing designers and creatives to focus on finding solutions and generating output. This process not only saves time but also opens up new avenues for creativity.
AI frees up human creativity to explore new frontiers
Nobel Prize-winning physicist Albert Einstein is known for his scientific masterpieces that would change humanity’s understanding of space, time, and gravity, the mechanics of the universe itself. Einstein came up with those theories when he “spent a year loafing aimlessly,” writes theoretical physicist Carlo Rovelli.
And the rise of creative AI has the potential to free up time and mental energy for humans again. Allowing us to engage in more aimless or exploratory creative pursuits. By delegating more routine tasks to machines, individuals can focus more on the creative aspects of their work and pursue new ideas and directions without being bogged down by repetitive tasks.
The key takeaways of the article are:
- The human and machine partnership is ushering in a new era for the creative industry, where technology and creativity are no longer at odds but instead work hand-in-hand to deliver truly innovative and impactful solutions.
- Cyberatives are strategic and hyper-creative individuals who can direct and collaborate with AI systems like GPT-3, Midjourney, and DALL-E to create truly innovative and impactful solutions.
- The combination of human creativity and machine creativity is a game-changer, enabling faster and more efficient design processes.
- The rise of generative AI has the potential to free up time and mental energy for individuals to engage in more aimless or exploratory creative pursuits.
- While technology is taking on more tasks, there is still significance for business leaders to design solutions that focus on systems that can adapt and evolve over time.
In conclusion, the future of the creative industry is unfolding before our eyes, and the rise of generative AI has ushered in a new era of augmented creativity, where humans and machines work together to create innovative and impactful solutions. While the role of technology in the creative process is increasing, the significance of human creativity, strategy, and adaptability remains critical to the success of the industry. As we continue to explore uncharted territory, I can’t wait to see what the future holds for the creative industry.
