Why creativity is being liberated by data and machine learning

Why creativity is being liberated by data and machine learning

Published
October 2019

Are machine learning and creativity at odds? In a word: No. And don’t just take it from us. We sat down with Justin Billingsley, CEO at Publicis Emil; Dawn Winchester, chief digital officer at Publicis North America; Andrew Shebbeare, co-founder and chairman of Essence; and Vijay Sharma, FlipKart’s head of digital media and brand marketing. They explain how creativity is being empowered by the most recent advances in technology, and why great creatives love data and automation.

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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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almost for granted.

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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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it as well.

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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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more human.

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And, in fact, advertising can be more human when it is more data driven.

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