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Cannes Lions 2018: How do we accelerate art in the age of AI?

19-June-2018
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Cannes Lions 2018: How do we accelerate art in the age of AI?

Among various keynote speeches and discussions that ensued during the opening day of Cannes Lions 2018, accelerating creativity in the age of AI has to be one of the best. It brought together the likes of Adobe’s Vice President of Design, Jamie Myrold, artist Mario Klingemann and Pentagram partner Natasha Jen who kicked off an intriguing discussion about all the ways the rise of artificial intelligence can actually aid in the creative process.

The session delved into various aspects like how artificial intelligence will impact creativity and the human aspect of the creative process. “Machine learning is very much integrated into our lives in so many ways that we don’t even know it. Deep-learning has begun to emerge as the next wave,” started off Jen.

Myrold raised the question on how we will see AI impacting creativity today and in the future. Said Jen, “ AI is further going to increase efficiency remarkably, and productivity is also going to increase. We will be able to materialize our ideas much faster."

Klingemann opined that we can reap the benefits of machine-learning in an efficient manner. “Today we have more and more data which is like a wealth. We can utilize machine-learning to pull out things and get truth out of the data. I fear sometimes that we’re not as creative as we think. We need to have impulses coming out that trigger something in us. With machine learning, we can have the machine give us these impulses based on what it thinks might be relevant to us and then augment it. With these we can almost goldmine the past, add something new to them and give it a new twist,” he said.

Myrold also shed light on the role of creative AI- does it have the potential of democratising creativity? “Democratisation of tools is already happening. You have access to creative tools like Instagram and Facebook without even knowing that it is assisted by AI,” she said. Jen contended that the language around new technology is always so nuanced that you have to look at the historical trajectory as well as contemporary landscape.

Regarding designing a brand identity using AI, Klingemann said, “ I think there is something really exciting about the potential of AI-assisted tools that can help us build an identity system more effectively.”

An interesting point of discussion was also around the authorship of the creative work: who does it lie with? Is it human beings or the tools? Both Jen and Klingemann feel that while tools are there, its still humans making the decisions. Jen pointed out that over time we will see more and more AR functions available which will go beyond the putting a filter on your face. “A lot more really practical AR applications could be on the way. Discovering of that knowledge will be really exciting,” she shared.

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