Artificial Intelligence (AI) is one of the hottest topics to do the rounds today. Like a lot of other technological innovations and concepts, AI is said to have what the experts call “transformational capabilities”.
It’s simple – AI is poised to change the way things typically run. This includes everything from business to the daily chores you do at home.
A new question
But, there’s a new question that’s popping up in everybody’s mind. Can AI be creative? Well, after all, AI is a field of robotics that deals with advanced analytics. We are talking about machines and programs that are intelligent enough to analyze images of people and determine their sexual orientation.
But, creatives think it’s quite a stretch to expect creativity from a machine. The thing about creativity is that it goes beyond just plain old data, information, or patterns – It involves emotion, which will, for a long time to come, be exclusive to humans.
For instance, AI can be programmed to observe trends and learn from them. However, AI can never define these trends.
Then, there’s empathy as well. Empathy plays a massive role in helping creatives come up with the brilliant ideas that they are celebrated for. These are ideas that resonate with people all over the globe. That’s, once again, purely human territory.
The point is, creativity is way too human for AI to really take over. It isn’t going to happen anytime soon. However, to say that AI has no role to play in creative endeavours is false. In fact, AI can be of significant use in the creative world.
Case in point
AI already plays a major role in marketing and advertising and it’s delivering some fantastic results. For instance, AI is being used in fields such as programmatic advertising and search marketing strategy to identify important opportunities.
Google has already succeeded in using AI to create captions for images and even create odd and unique ideas.
One area where AI can contribute to creativity is process management. By handling basic design work, AI can offer expert design teams more time to focus on the more complex projects.
Similarly, by using AI in areas such as predictive marketing, we can help creatives learn what works and what doesn’t. This can streamline the creative process and help deliver more accurate results.
Thus AI’s contribution to the creative field comes in the form of its ability to offer insights. Advertising or branding agencies can incorporate AI capabilities to gain better targeting abilities.
In short, AI may never be capable of creativity, but, it can surely enable it.