AI and Marketing (2/2) - how WPP's Chief AI Officer sees creativity remaining a human strength
Humanity is the last bastion of creativity.
A comforting thought from Daniel Hulme, Chief AI Officer at marcomms multi-national WPP, whose clients include some of the top ten advertisers in the world, such as Alphabet, Amazon, L’Oréal, LVMH, Nestlé, Procter & Gamble (P&G), Samsung, and Unilever.
But the challenge now is to ensure that humans work alongside AI to maximize that creativity, rather than to hand it over to the bots:
The reality is that we can get AI now to come up with award-winning creative ideas. That's not causing an existential threat to creatives. It's giving them a superpower, not just to come up with five ideas, but 50 ideas.
That’s clearly all to the good, but the danger has to be that too many organizations get carried away by the AI hype cycle and approach the tech as a replacement for, rather than a complement to, human roles....
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