AI — The new digital paintbrush

Johannes Vermeer: Girl with a Pearl Earring, 1665

To the inexperienced, AI is most commonly associated with complicated digital platforms and ruthless robots that are coming for your jobs. Certainly creativity, and all the disciplines that rely on it, are not the first thing that come to mind when thinking of AI. However, now that marketing is more data driven than ever, AI, and its’ assistive technologies, finally have a meaningful place within the creative sphere.

The use of data motivated marketing has become the norm across a variety of different sectors. With the creative process becoming increasingly reliant on data comprehension, AI has the opportunity to move from ‘Extra’ status to that of ‘Supporting Artist’.

Understandably, the growth of computerisation in industries like production have created a palpable anxiety about how technology will limit human creativity and affect jobs. Indeed, recent research from McKinsey found that 45% of current jobs can be mechanised — a statistic that does nothing to quell growing suspicions that AI equals displaced workers and human unemployment. However, if we reframe technology as an aid and not a replacement to human endeavour, it becomes less a dirty word and more a palatable ‘people helper’. A digital paintbrush as it were and not a potential Picasso.

Pablo Picasso: Portrait de Marie Therese Walter, 1937

Obviously, AI will not replace the spontaneous and subjective spark that is human creativity. Empathy is a uniquely human character trait, essential to producing affecting material that engages markets- something an emotionless bot is not attempting to replicate. However, AI technology can become a vital tool for creative minds, supporting human processes and not leading them.

Georges-Pierre Seurat: A Sunday on La Grande Jatte, 1884–86

Technology can support creatives by dealing with the more mundane parts of the working process, minimising the time spent on tasks like analysing datasets and looking for marketing insights. Indeed, by automating some of these initial stages of work, AI frees up creatives to become more genuinely creative.

Here at Jaggu, we do precisely that, comprehending reams of data so creatives don’t have to. We automate the more menial process of content curation and analysis that might have taken a creative team weeks of complex process management. In this way, we hope to free up creatives’ time to focus on the more pressing issue of creative development- providing them with all the information they need to make meaningful and efficient choices. We seek to make the marketing world both trackable and measurable , providing a way to quickly and effectively read digital footprints as maps for their next creative strategy. We truly believe that technology can make a real and tangible difference to creativity.

At the end of the day, if agencies and brands can quickly establish the value of data, the more likely it is that their creative ideas will hit the mark.We are here to automatically enhance the human creative process not replace it. The Arty Androids have arrived.

By Alice McCarthy

This story is published in The Startup, Medium’s largest entrepreneurship publication followed by +386,297 people.

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