Signal: AI-Augmented Creativity

Once feared to replace artists, today’s designers, composers, and engineers have started using artificial intelligence (AI) to grow and expand their work

Over the past five years, audiences around the world have been confronted with increasingly sophisticated examples of creative content produced by artificial intelligence and/or machine learning. Often, such examples have heralded discussions of professionals being replaced. While emotive content continues to challenge the technology, basic copywriting is increasingly being tackled by AI.

However, brands and creatives in the professional sector have lately begun to interact with AI-generated content in a slightly different way. Rather than replacing human-led creative process, artificial intelligence and machine learning are creative thinkers extend, expand, and enhance their output. By augmenting their microchip design with AI, for example, one technology firm increased their average engineer output by approximately 1000%.

This isn’t unusual in the arts. Musicians have been exploring generative processes for decades. However, the approach is increasingly being applied in the creation of new products, content, and services. In the communications sector, machine learning is helping many brands augment their live chat support pathways for customers and clients; a communications tool that 79% of clients prefer, but is difficult to efficiently deliver.

Key Takeaway: With audiences engaging with more content than ever before, brands and communicators may find a significant competitive advantage in empowering their creative teams with more AI-driven approaches. (Such tools will be especially necessary in meeting the increasing consumer expectations around hyper-personalised content.) However, carefully managing how those approaches are communicated to stakeholders will be vital.

Further Reading:

Ecommerce & The New Personalisation Shift
Upcycling Creative Content
The New Artist Premium

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