Cannes UnCanned: Navigating Technology With Creativity

Cannes UnCanned: Navigating Technology With Creativity

As Adobe’s VP of experience marketing, Alex Amado [feature image] straddles the worlds of technology and creativity more than most.

And with advertising guru Peter Field last year heralding the advertising industry’s ‘Crisis of Creativity’, there are some that have suggested technology could be to blame.

So what does Amado make of this?

“I think technology has always been an accelerant for helping people tell stories and communicate. It lets us do things, it lets us tell stories faster and it’s really democratised the ability to be creative,” he said during a Cannes UnCanned session this week.

This notion of acceleration extends to collaboration, Amado explained.

“In my role and in my opinion as a professional who deals in creative, I think creative is best played as a team sport. I love being a part of the group and co-creating and really driving new thinking,” he said.

“Technology is making that easier too. It’s making it easier to collaborate and be cooperative to achieve a bigger creative goal.”

With Adobe offering well-known creative products such as Photoshop and Lightroom, Amado is able to witness creative technology in action every day.

But when it came to naming the technology that he believes has helped creatives the most, he explained this is something that might be happening in the background.

“A lot of creative professionals spend a lot of their time doing that sort of [mundane] work, where they could be freeing up their time to create more, to bring the spark that only they can bring, instead of doing production work,” he said.

“A lot of that is around how AI plays a role in taking the mundane tasks out of the way.”

When it comes to how Adobe approaches AI, it’s all about enabling creation.

“There have been a lot of subtle ways that AI is coming in to practice,” Amado explained.

“The way that we think about AI and machine learning at Adobe is really subject matter specialised, we’re not interested in creating an AI digital assistant that can do everything.

“We’re focussing on the things that we really know about as Adobe, where we have deep expertise that we can use as a platform to help people do what they want to do.”

You can click here to see the entire chat with Alex Amado.

Please login with linkedin to comment

Adobe cannes uncanned

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]