Should Creatives Feel Threatened by AI?

In the apparent automation takeover, creativity was seen as the one trait immune to artificial minds. Jobs classified as ‘rudimentary’ were deemed to be the most at risk. Yet, the idea of AI displaying characteristics of creativity isn’t as far fetched as we initially thought.

When discussing AI’s ability to mix it with the most creative human minds, there are two key questions to ask: One, will AI replace the human need to express? And two, is it more likely to aid the creative process?

The answer to the second question is ‘yes’, it will, as new technology opens the doors for smarter AI. That means the answer to the first question is a resounding ‘no’ because the implementation of AI will spark the human mind into greater realms of expression.

"In a world where communication rules, AI has the power to get messages across at a rate humans can’t."

Present-day AI

The general conversations around AI fuel the talk of what the tech could do, not what it currently can do and we're assuming it can run before it can walk.

Each year, an abundance of new ideas come to the surface that have big potential, but little substance. We are already concerned about job automation before there is conclusive proof. Before delivery drivers have even lost their jobs to automation, the talk has already turned to the creative fields and their vulnerability to the all-encompassing robots. It’s safe to say that our expectations around what AI might be able to do have outstripped the realities of what is actually can currently achieve.

Above: Olga Egorsheva, CEO and co-founder of UGC provider, Lobster

Utilising the tech for the creative good

But there are ways to use the tech from a creative standpoint in today’s climate without needing to create an eerily lifelike artificial being tp replace art directors and copywriters.

In a world where communication rules, AI has the power to get messages across at a rate humans can’t. The technology can speak and interact with every customer, no matter the language. On top of that, it can store every single detail relayed its way.

Marketers and creatives are looking for ways to enhance their creativity while putting their content in front of a broader audience. Ask a selection of creatives and they are likely to welcome the news of manual input - human created ideas - aided by an automated output.

"We are still far away from AI taking on complete creativity, but there are a few examples of it testing out its creative chops."

The multi-tasking effect

Artificial intelligence can wear many hats. In other words, it can be a master of all trades. That includes customer interface, communications output for marketing materials and image recognition, to name a few.Where it helps isn’t necessarily in the initial stage of creation.

We are now seeing AI impact as a creative enabler in different fields. For example, the music industry is tapping into its ability to monetise, stream and compose sound. Flow Machines is a project of Sony’s Computer Science Laboratories in Paris which is developing an AI program that can create professional quality music. The aim is to have the world’s first AI-generated album.

While in the world of visuals, the tech is creating faster ways for people to identify imagery. Image tagging uses algorithms to filter out the noise when people search for a specific topic. Neural networks allow for the creation of perfect detectors that are capable of working better than humans are.

"Every industry is going to be subject to some form of artificial intelligence, and creativity is no different."

Taking over human creativity

We are still far away from AI taking on complete creativity, but there are a few examples of it testing out its creative chops. McCann Japan created the “creative genome project”. This was essentially the world’s first AI creative director.

The goal was for AI and a human creative to create a TV campaign simultaneously, with the results put to a public vote. The human creation won with a fairly small margin of 54 per cent to 46.

Google’s Deep Dream Project takes a closer look at errors from its deep-learning neural networks to create abstract results based around imagery. Still, in its early stages, don’t expect any of the works to sit in a high-end art shop.

We are at the stage where the results are amusing more than they are jaw-droppingly amazing. However, we see that, even from an early stage, the tech is there and should eventually understand and harness the power of creativity to some extent.

Above: An image taken from the Lobster platform, linking creativity with humanity.

An emotional touch

For now, and indeed for the foreseeable future, humans have one significant advantage: emotion. Where a human can show empathy, a machine can’t. Feelings of joy, sadness, and laughter are lost on AI. While it can mimic our emotions by studying behaviour, creating them from a original source is much harder. In fact, it’s most likely impossible. Visualising a time where algorithms can replicate emotional connections is hard to imagine.

AI can eventually learn to take the best work created by humans and replicate it with its own interpretations. But to create a truly unique masterpiece - whether art, music, acting, or any form of creativity - it will always need the human touch.

Conclusion

Humans still very much hold the power of judgment, but machines are expanding their areas of use. Every industry is going to be subject to some form of artificial intelligence, and creativity is no different. The result will see even better content from creative types aided by tools that help them maximise their own creativity. If harnessed the correct way, the quality of work will improve from a human perspective.

The AI revolution could very well tie into a creative one, where humans are given a new lease of life to innovate and inspire. And that should only excite the lateral minds all over the world. They have a chance to do what they love best: create.