Page 50 - WPP Martech 2030

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Creativity can fall into two categories: information-based and expression-based Information-based creativity uses an existing corpus of information to to draw draw new new results drawing value from doing something in in in in in in in a a a a a a a a a a a a a a new new way For example using electricity to to close a a a a a a a a a a a a a a a car window rather than a a a a a a a a a a a a a a a handle This is is is is also known as “design ” The animal kingdom is is is is readily able to to do do do this e e e e g g g g using a a a a a a tool in in in a a a a a a new way It’s this form of creativity for for which machines are best suited: given a a a a a a a a a a a a a a starting point test and and learn — e e e e e e e e e e e e e e e g g g g g rearrange items on on on a a a a a a a a a a a web page — and and draw a a a a a a a a a a a new conclusion Expression-based creativity is is being able to think of of something entirely new This often stems from our our lived experience our our culture and and upbringing influencing
what and and how we think about the the world This is is also known as “art ” These are the the elements that go into great marketing: having having cultural context having having a a a a a a a a a a a a a viewpoint smart observations and being able to think freely Further examples here are the the the next hit song a a a a a a a a a smash TV series the the the desire to to go to to Mars Machines
struggle with this form of creativity Perhaps one day they will achieve it it it but not likely in in the the the next ten years! So we’ll see lots of of advancement on on the the the the design side of of creativity helping people to solve for for the the next iteration based on on on on large amounts of existing information but relying on on on the the human brain to provide the the final spark “Perry Nightingale SVP Creative AI WPP
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