The dawn of intelligent creativity: agencies harnessing AI
It is this emerging partnership between people and AI that Forrester has dubbed ‘Intelligent Creativity’. Jay Pattisall, Forrester’s global agency analyst, explains ‘What was once a purely intuitive, human process of creative development is now assisted by software in helping make decisions and scale the creative product.’
Forrester’s definition of Intelligent Creativity is the ‘process of creative problem-solving in which teams of creators and strategists concept, design, produce and activate business solutions with the assistance of AI, intelligent automation, and data.’
So what does this look like in practice? Here are two examples of AI assistance for creativity at scale.
Generative AI for graphics and copy
Tools like DALL-E 2 uses AI to create realistic images and art from simple text descriptions. Type in koala riding a motorbike and DALL-E 2 will deliver variations on that theme - photorealistic, illustrated etc - by intelligently combining existing digital assets.
It can also extend images with imagined backgrounds; add new elements to images taking shadows, reflections and textures into account; and let you instantly replace an angry dog with a cute cat in a photo…
It does this by assessing how digital assets are tagged/described - as well as understanding the relationship between them.
While the jury is still out on the ethics of commercially using AI generated art, this tool can be invaluable in the development process, churning out ideas and concepts at scale to inspire your creative team.
AI and automation tools also accelerate previously manual editing tasks, freeing your human team for more value-adding activities. For example, photogrammetry software can automatically create 3D images from 2D photographs in a fraction of the time it would take manually. And these images can add real value for your clients, such as ecommerce stores.
AI for copywriting lags behind AI-generated art but is advancing with tools like ChatGPT. However AI tools like Surfer SEO can already accelerate and improve written content creation by doing the desk research for your writers.
Surfer analyses the highest ranking web content on your given topic and provides a framework to create something to rival it. It provides heading and content inspiration, keyword suggestions and density, and checks for plagiarism when you’re done.
AI in Digital Asset Management
A Digital Asset Management system centralizes all of your creative assets, so that you can share, search, discover and use them fast.
AI in Digital Asset Management works by understanding the content of your uploads and instantly adding intelligent metadata to describe it. This doesn’t just relieve the human bottleneck associated with manually tagging assets, it also makes metadata more meaningful and assets so much more discoverable.
- AI can recognize objects - from apples to zebras - and tag them. It can also recognize people and add their names to metadata automatically.
- AI can process the content of videos, automatically transcribing and adding keywords to individual snippets, making it effortless to find the exact cut you need.
- You can also upload an image to your DAM system for inspiration - for example, one you don’t own the copyright for - and it will surface similar images from your own collection
- AI can also power automated processes, like intelligently cropping 100s of images, whilst keeping the unique focus of each image intact and centered.
These AI-powered functions can save time on previously manual tasks, improve ROI on your existing assets through re-use, inspire creative concepts, and more.