Why AI is set to be a game-changer for creativity

IBM Watson research lead Dr John Smith reveals how creatives are already leveraging AI to create compelling and engaging content

From movie makers to fashion designers, the future of compelling and engaging creative content will be powered by great artificial intelligence.

That’s according to IBM fellow and manager of multimedia and vision, Dr John Smith, who caught up with this week with CMO to discuss how the vendor is working to build out applications of AI in the creative sphere.

“Truly creative people – the artists, the designers – it seems to be all about magic. But there is a method and process behind it,” he said. “And there can also be a lot of mundane work.”

As an example, Smith noted it can take three months just to make a movie trailer.

“One of the interesting things about the AI process is that it can really help streamline the movie trailer process, we can look at creativity and study it as a ‘black box’, and we can also look at historical data around the movie,” he said.  

Last year, IBM’s Watson cognitive computing platform was used by local couture designer, Jason Grech, to create a new fashion line using data-driven insights. The Cognitive Couture collection was based on analysis of more than 500,000 images of runway fashion imagery from an historic fashion archive, as well as real-time social chatter around fashion trends and consumer preferences.

“If we can assist these types of creative people, and augment that creative process, then I think can have a big impact,” Smith said. “The potential of harnessing AI to take creative content engagement to the next level is enormous."

Computer vision, image recognition, video understanding, speech, language, translation are just some of the commercial capabilities the IBM Watson research team is refining. It’s even attempting to teach Watson to feel, Smith claimed.

“We’re still researching and experimenting with a lot of these exciting concepts but we’re also moving in a very intriguing direction,” he continued. “The progress has been so great and rapid and that’s so gratifying. Things that were really hard five years ago are now easy in many ways. The pace of development is really exciting and we’re encouraged to take on the next steps like streamlining the creative process because our tools are becoming more and more effective.”

For organisations hesitant about embracing AI in the creative space, Smith said there should be no fear factor when it comes to embracing its power and potential.

“Being hands on with the AI processes, personally, I don’t have any fear,” he said. “There’s still a lot we need to learn, and people will always fear the unknown because they might not understand what AI is able to do today. But ultimately, creatives tell great stories, and at the same time, advertisers and brand campaigns need to connect with audiences in a meaningful way. And I see a lot of opportunity for AI in that space.”

 Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

   

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

The versatility of Live Chat is really what surprises me. I’ve seen it being used not only for customer support, but also as a tool to in...

Drishti Shah

Why Bupa tapped WhatsApp for new customer messaging channel

Read more

Hi This is George, Thanks for sharing this nice information about foodpanda blockchain. During this pandemic situation food delivery indu...

George David

foodpanda launches blockchain-based out-of-home advertising campaign

Read more

Did anyone proofread this document before it was published?

Beau Ushay

CMO Momentum 2020: How to embrace agile marketing

Read more

An honest and hardworking conveyancer doesn't need a marketing strategy. His past clients will spread the word for him. These days the ho...

Bagen Andrea

What this millennial marketer is doing to shake up conveyancing

Read more

Love the post. It is so insightful for companies getting stuck in their habits and missing out on the role innovation can have on revenue...

Alessia Del Genio

How Lego built its culture of innovation, brick by brick

Read more

Blog Posts

Innovate or die

It’s hard to know if famed management and marketing guru, Peter Drucker, coined this phrase for dramatic effect. My belief is he was emphasising the notion that few products and markets are static and few organisations can survive without innovation.

Michael Valos

Senior Lecturer, Department of Marketing, Deakin University

Commissioning personas that get used

How to avoid the bottom drawer, and how to get value from the work you’ve paid for

Melanie Wiese

Chief strategy officer, Wunderman Thompson

Why It’s Going To Be A Bumper Holiday Season Despite the Pandemic

Behavioural science expert Dan Monheit, co-founder and strategy director of creative agency, Hardhat, writes that marketing chiefs should hold their nerve, as they have reason to be optimistic

Dan Monheit

Co-founder, Hardhat

Sign in