agency of the future

Controlling the machine: The future of creative leadership – via Campaign (source: Raymond Chin, CCO of Publicis Sapient China)

As creative automation becomes a reality, the author contemplates the role of artificial intelligence (AI) in the agency of the future.

Computers are replacing humans in the most menial jobs. We’ve already got computers beating humans at both Chess and Go. And AI making a passable piece of film for Saatchi & Saatchi’s New Directors Showcase at Cannes. The best creative minds know how to get the best out of their collaborators. It so happens this partner is a machine. Think about how you can get the best out of it.

In the near future, you will have the machine churning out a few viable options for stories, campaign ideas, experiential ideas and more. It will still be up to you to pick and choose and build on these machine ideas, to make it the best cocktail of storytelling and experience.

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