Are We Still Kings Of The Creative Castle?
In this opinion piece, The Works’ Tomas Haffenden (pictured below) looks at the job security of creatives amidst the rise of technology and AI.
It is now common knowledge that the robots are gunning for our jobs. As an industry proudly built on language, art and, most importantly, creativity, most of us feel like we are safe.
The trouble is, no-one told the robots. Is what we do uniquely human, or is it only a matter of time before advertising is just another sector on the robot’s CV?
Two agency seats that probably best exemplify the creativity we think is keeping us safe are that of copywriter and designer. Although currently kept warm by fleshy human behinds, how long before our deeply embedded use of technology moves beyond a supportive role and those same seats feel the embrace of a steel behind?
Let’s start with those bespectacled guardians of language, the humble copywriter. The creativity of great copywriters goes beyond knowing what all the words mean and the complex rules required to stick them together.
That said, what keeps the lights on is the repetitive grind of writing multiple short form copy that conform to precisely the tight and structured brief that the robots love. These kinds of restricted tasks are perfect for artificial intelligence. A thousand versions on why a client’s dogwood tastes like heaven? Beep, beep, done.
Even the simple, and oft taken for granted, digital tools like spelling and grammar check save countless hours and increase output, but there is a trade-off.
Expected output has increased as fast as the software that supported its increase. Ideas now needs to be moulded into an ever-growing number of formats, executions and social channels.
The robot can already create multiple variations of copy but there will still need to be a decision to be made as to which is the one. Most copywriters are not confident that it’s something a robot can currently do.
“Creativity is something spontaneous and irregular, not an equation or code, at least not yet! Until that happens, I think I’ve got an edge on our robotic competition.”
A human copywriter
Unlike the literacy we take for granted, designing is something most are willing to admit they lack.
What started with charcoal on cave walls has been refined by every stage of technological development. Now much of what is created only exists in digital form. We design with pixel-perfect accuracy and the programs that help us do it are not slowing down in the advanced utility they provide.
“I like to think my experience means I’m the only one who can do what I do, and that does play a part, but anyone who knows the pain of deep etching knows the difference magnetic lasso makes.”
A human designer
Deep etching is digitally separating an object from its background. With Adobe’s magnetic lasso tool, it makes this process easier with every iteration. A specialist skill taking days can now be done by a junior in hours.
The speed at which we consume content is affecting all creatives, but as creatures primarily driven by what we see, designers feel it more than most. One good design is no longer enough, we need one hundred, or at least one hundred, slight variations for each emerging channel.
The robots are rapidly learning to recognise things within images, and this goes beyond ‘Hotdog, Not Hotdog’. There are already programs, capable of image selection and placement of text, producing infinite variations. Yet without the ability to select the one, can this be seen as a creative threat?
Is the role of sector is one that the robots are trying to master. McCann Japan created an AI creative director and pitted it against a human one. Both were given the same brief and asked to create a TVC. The results were voted on by the public, with the human winning by four per cent. Hardly a margin that inspires feelings of security.
An emerging theme has been the role selection plays in the creative process. It is this that seems to give creatives, rightly or wrongly, some sense of security. The selection of the idea by us humans usually results in a single outcome. The potential threat from the robots will be their ability to iterate and replace their ideas in real time.
The infinite canvas provided by our online existence combined with our unrelenting appetite to consume content means the ability to create infinite versions of creative is an attractive one for brands. If we define success as clicks or views and we can switch out creative until one starts performing, is the role of selector also one that could be threatened?
A partnership, not war, between us and the robots, does seem a far more palatable an idea, and when we analyse our current use of technology, it does seem to be the likely outcome. And yet, as we marvel at our existing capabilities and how far we have come, it is hard not to look forward and imagine a time when the impossible is possible, and the far-fetched is the everyday.
For now, we can feel safe that the changes technology makes to our lives are positives ones. Saving us time and allowing what was once specialist to be accessible to all. But does this present a new threat? If, with the right digital tools, the specialist nature of what we do becomes available to all, should we be more threatened by the up-skilling unemployed than the robots that took their jobs?
Please login with linkedin to comment
-
Latest comments
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.
We can thank Adobe and Apple, who in their corporatized search for profits and monopoly, have managed to make the design business 10X harder for real designers to make a successful living.