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

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith

Behavioural science lead and regional consulting partner, Ogilvy

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in