![\"Artificial-Intelligence-1\"](\"https:\/\/leapsparkagency.com\/wp-content\/uploads\/sites\/4\/2022\/08\/artificial-intelligence-1.png\" "\\"Artificial-Intelligence-1\\"")
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But what about a computer? Can a computer be creative? Can AI produce more compelling and provocative ideas than a human?<\/p>\n
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Creativity is \u201cjust making something,\u201d according to Rainmaker Digital CCO Sonia Simone. \u201cIt might be something crummy or awkward or not ready for prime time. If you make something, you are creative.\u201d
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\nThat seems too easy for people that are paid to be creative, so let\u2019s keep defining.<\/p>\n
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David Meerman Scott, a marketing strategist and author, said creativity is \u201cseeing patterns that others don\u2019t and effectively communicating them.\u201d
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\nBased on his definition, computers and AI can be wildly creative and incredibly helpful to humans.
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\nAdobe Sensei exemplifies humans and robots already creating nicely together. Sensei is AI technology built into Adobe\u2019s creative design tools, such as Photoshop and InDesign.
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\nOne of Sensei\u2019s superpowers is helping designers find just the right photo. Anyone that\u2019s searched a stock photo library can tell you what a time-suck it is to scroll through literally thousands of photos in search of just the right one.
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\nHere\u2019s a bit of what Sensei\u2019s AI can do:
\n\u2022 Narrow the search based on artistic features such as depth of field, predominance of a certain color and more.
\n\u2022 Search photos that haven\u2019t been tagged with keywords because Sensei \u201cknows\u201d what certain items look like.
\n\u2022 Select the \u201cbest\u201d photos within a search. \u201cBest,\u201d of course, is open to interpretation. But many seem to agree with Sensei\u2019s taste. And if you want Sensei to be a little more (or a little less) critical, you can fine tune the filter with the slide of a button.
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\nSensei is a good example where AI isn\u2019t just recognizing patterns to make things easier, it\u2019s using \u201ccreative judgement.\u201d An exciting step, for sure.
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\nBut in the end, even Adobe says Sensei \u201camplifies\u201d human creativity. This is different from replicating human creativity, let alone replacing it. It merely frees-up time for creative people to be creative \u2014 to focus their energies on tasks that make a real difference.
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Another definition of creativity, based on the concept that there are no truly original ideas in the world because everything is influenced by something, Lisa Barone, chief marketing officer at Overit, said creativity is simply \u201ccopying smarter.\u201d
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\nUnder this definition, IBM\u2019s Watson, an AI platform invented by the company, has shown creativity by producing a trailer for the horror movie, \u201cMorgan.\u201d
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\nHumans entered film footage into Watson, fed Watson other horror trailers as examples, and out popped a trailer for \u201cMorgan.\u201d It\u2019s a bit disjointed, but it definitely has the vibe and cadence of a thriller.
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\nThe trailer proved AI can create something new by mimicking what exists.
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\nBut a human had to write the movie. And a human director had to direct the human actors, that performed in sets imagined by human designers.
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\nThe point: Because AI is copying what\u2019s already been done, its output can fall into a pre-set genre or style. It may not feel original (because it\u2019s not.)<\/p>\n
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AI has also written original music. Shimon \u2014 a four-armed marimba playing robot \u2014 studied large datasets from well-known musicians and then produced and performed its own compositions. Taste is subjective, but I wouldn\u2019t put Shimon\u2019s tracks on my Spotify playlists. It lacks soul and inspiration (let alone a decent melody.)
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\nSongs created by humans, on the other hand, can make you think and feel, love and hate. Some are even written with far more efficiency than a computer.
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\nThe Rolling Stones\u2019 \u201c(I can\u2019t get no) Satisfaction\u201d was written in about 40 minutes. Led Zeppelin\u2019s \u201cRock and Roll\u201d took about 30 minutes. And Queen\/Bowie\u2019s \u201cUnder Pressure\u201d came together in just 10 minutes.
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Let\u2019s return to yet another definition of creativity. Webster says it\u2019s \u201cmarked by the ability to create, given to creating\u201d or \u201chaving the quality of something created rather than imitated.\u201d
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\nPersonally, I think there\u2019s something uniquely human about creativity. AI can imitate patterns and ideas to give you the appearance of creativity, but for now, at least, it\u2019s just an illusion.
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\nFor years, I have said, \u201cEmotion trumps logic. Every. Single. Time.\u201d We merely use logic to justify our emotional decisions.
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For marketers, this is critical. Emotion captures imaginations. It makes people dream and feel. Real emotion is empowering and inspiring. Ultimately, emotion is what leads to brand affinity and product sales. And real emotion can only come from a real person.
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\nAI can sort billions of data points. Emotion creates a far more complex reaction in your brain \u2014 one that can stick with you for life.
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\nThis is why Procter & Gamble\u2019s Chief Brand Officer Marc Pritchard wants ad agencies to double down on human creativity. In a speech given at the Association of National Advertisers, he challenged agencies to devote three-quarters of agency resources to creative talent. Why? Because P&G understands that creative people coming up with creative solutions drives brands and transforms categories.
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\nWithout a doubt, AI will see major advances in the future. But personally, I\u2019m not worried about where AI will be in 20 years. That\u2019s a job for futurists who make predictions but aren\u2019t held accountable for results.
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\nThose of us in marketing, who are responsible for the development and growth of brands and the experiences and perceptions around those brands, we need to know how to use AI now to help us be more efficient. Then, we can spend our time creating emotional ideas that claim a piece of our consumers\u2019 hearts and minds \u2013 assuming, of course, they are still human.<\/p>\n","protected":false},"excerpt":{"rendered":"
Anyone can be creative. Some have more natural ability than others, but everyone has creative power within.<\/p>\n","protected":false},"author":40,"featured_media":1785,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[1],"tags":[86,101],"issue":[23],"collection":[6],"class_list":["post-1782","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-creative","tag-experiential","issue-humans-vs-robots","collection-ai"],"acf":[],"gutentor_comment":0,"_links":{"self":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts\/1782","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/users\/40"}],"replies":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/comments?post=1782"}],"version-history":[{"count":0,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts\/1782\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/media\/1785"}],"wp:attachment":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/media?parent=1782"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/categories?post=1782"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/tags?post=1782"},{"taxonomy":"issue","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/issue?post=1782"},{"taxonomy":"collection","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/collection?post=1782"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}