Robb: Al automatizar parte del proceso creativo, queda más tiempo para la creatividad
During a panel at the Cannes Lions Festival, there was a discussion regarding if diversity would save robots’ creativity. Participants were Nishma Robb from Google; Richard Pinder, CEO at Crispin Porter + Bogusky’s, and Leo Rayman, Executive Chief of Valenstein & Fatt’s, chaired by Ali Hannan, Founder and CEO at Creative Equals.Robb, Pinder and Rayman agreed that AI and machine learning have great potential to improve the creative process, but what really improves creativity is diversity.“I think there are aspects of the process in which machines can help and aid looking at reactions and making predictions. Also in terms of reaching a greater understanding of people, their options and decisions” said Robb, who highlighted that by automating that part of the creative process, there is more time left for creativity. For his part, Pinder agrees that machines can leave time more time left for originality, although he doesn’t know yet how or in what areas of the creative process these can take part.Rayman explained that, although we like to think that machines or robots are more brilliant than we are, and they aren’t. “They are programmed by people with their own biases, which are transferred to the algorithm, so potentially, AI can be as imperfect as us. More than robots saving diversity, it is diversity helping the robot we have in us. What we put into the robot is what can make messages be more relevant” he highlighted.
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