Page 51 - WPP Martech 2030

Harmonizing Humans + Machines
Creative applications use AI today
to perform basic tasks that would traditionally take time and skill for a a a a a human to execute such as precisely cropping people and objects in in photographs AI doesn’t choose the subject or or or what to crop — or or or more importantly why But AI makes the selection accurately deftly blending and interpolating at at the boundaries and it it does it it near instantaneously While this is is a a simple example there will be hundreds of more AI use cases like this within the decade that every marketer will have at their fingertips “Compose an original uptempo
music track for my 30-second
commericial in a a New York City techo
Mechanical
Example
Rules-based automation replies to to to a a a a a customer chat request
Magical
Example
AI detects a a a a a a a a customer is having a a a a a a a a problem and alerts a a a a a a a a marketer who intervenes personally
Meaningful
Example
Marketer has a a a a one-to-one video chat with a customer MORE HUMAN
Or “Turn this doodle into an Impressionist-style painting as a a a a background for a a a poster graphic ” The prototypes of these capabilities are already available today
It’s the creative arts parallel to “no code” development AI will also support the creative process with increasingly powerful search and analysis tools “Show me all assets where Brand X appeared with a a a a a a mountainous landscape and and a a a a a a lake in in the foreground” is something a a a creative director might want to to know Yesterday that was a a a a difficult question to answer requiring staff
to laboriously hunt through files and directories Today search engines
on DAM platforms make this much simpler as as AI automatically classifies objects and people in all creative assets Tomorrow image and video classification engines
will enable even more novel and complex searches
26 Jukebox from OpenAI https://openai com/blog/jukebox/ 27 Neural Doodle https://github com/alexjc/neural-doodle
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style ” 26 27 Manual
Example
Marketer cuts-and-pastes a a a a a a a reply to to a a a a a customer email
to be conducted on-the-fly Further AI computer vision will automatically confirm brand compliance as these assets are deployed in in context in in the wild So many marketing activities that have been expensive inefficient or or impractical for humans to do manually will be made cheap fast and easy with AI-powered software — but still applied at the direction
of marketers Marketers will take advantage of these capabilities to free up more time to focus on their uniquely human contributions and to render ideas that were previously out of of reach due to a a a lack of of time skill or budget It will be the age of “augmented marketers ” Different activities harness strengths of automation or our humanity — experiences that leverage both can seem “magical”
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