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I think to characterise machine learning and creativity as being somehow opposite is to
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misunderstand how machine learning can impact advertising.
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I think this is a perennial question that we hear over and over again.
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When Photoshop came along or desktop film editing, everyone was worried that those tools
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were going to be at odds with creativity.
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But that's not true.
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In fact, they created waves of new kinds of innovation and creativity that we now take
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And I think the same thing is going to be true about all the tools that’ll come along
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with machine learning.
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Creativity is actually being liberated by all these other changes.
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Data is informing creativity, so that you're more guided in your brief.
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Great creatives love data, and great creators love automation, because instead of making
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an ad, they get to make an ecosystem that's right for a brand, and then dynamic creativity
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can then render that into something that's really special and personal for an individual.
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Machine learning is disrupting each and every facet of what I do today.
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Right from the planning process, what we know about the market, what we know about the consumer
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to actually crafting the idea.
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Because you have a lot more input.
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So machine learning not only helps you understand how to plan for that, but actually implement
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I think stories can be more personal and more additive, more respectful, more useful when
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they are data oriented.
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Data-driven creative for me no longer means switch this pair of shoes for that one, update
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that price, or insert logo name here.
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We can do so much more with this technology to bring products to life in ways that are
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And, in fact, advertising can be more human when it is more data driven.
