Copyright © 2022 Accenture. All rights reserved. 54 04 OK, Creativity First, there’s the creativity aspect. The hardest part of the creative process is going from zero to one—meaning making the first mark on a blank page or canvas. Neural networks will help people to get started, and then they can build layers on top to produce excellent output. As a tool that accessible to anyone who wants to use it, “AI” is driving a new wave of creativity at scale. The output will include new genres such as art, electronic music that reaches new dimensions, and more sophisticated writing. Second is the efficiency aspect, as people who use these tools will be able to create new content at speed. Until recently, searching for an image online yielded variable results, but those results are becoming more imaginative. There’s also reason to believe that content will move on from static to adaptive, such that it will be possible to create programmable content that flexes according to the audience. Furthermore, “AI” will make it quicker and easier to align content to brand style guidelines, and even to react to events, news, or customer complaints in a brand- compliant way. It will likely become possible to program “AI” to know how to craft appropriate responses with little or no supervision. Good/utopian + aspect ratio 16:9 , change 100