The 2023 version of the Cannes Lions Worldwide Competition of Creativity could also be remembered because the “disconnect present.” There’s the beer model whose inclusive, award-winning advertising and marketing marketing campaign prompted a devastating boycott. There’s the expertise sector, whose pull-back on advertising and marketing spend and headcount is being cheered by Wall Road. However the largest disconnect at Cannes is taking part in out principally in between periods—the one which pits human creators towards AI.
The rise of ChatGPT, Midjourney and different AI platforms are forcing a reckoning in inventive industries, and for good cause. They do lots, and plenty of what they do will be construed by the undiscerning eye as “inventive work.” But when we’re being trustworthy with ourselves, we have to acknowledge that creativity has been hurting for a very long time. Having judged previous editions of the Cannes Lions, I’ve seen my share of outstanding, inspiring work. However I’ve additionally seen an trade struggling to innovate. Finest practices are accepted with out query, and few are courageous sufficient to pioneer new ones. As a substitute we resign ourselves to use the model playbook to the deliverable and gather our test. The place did the wild, experimental considering that drew us to this work go? Is that even the correct query?
Moderately than get depressed, I’ve merely moved on, each in my apply and in how I lead my staff. And the factor that’s liberated us—that saves us from dwelling prior to now, making use of the identical drained approaches to profound new challenges—is similar factor that acquired Cannes so labored up: AI.
Generative AI is prompting plenty of concern—each for designers’ livelihoods and types’ IP. However once more, let’s be trustworthy with ourselves: If we feed prompts into ChatGPT, does it give us a brand new product thought? If we do the identical in Midjourney, will we get a brand new model identification? AI makes me hopeful, not fearful, as a result of it doesn’t give me the reply. It does, nonetheless, assist me and my staff arrive quicker at provocations we will then interrogate and discover to get at our reply—it frees our minds to do the true inventive work. AI is the breakthrough of our time, if not of all time, and we’d be unhealthy companions if we disadvantaged purchasers of its promise.