ty vi i t ea r K, C O   04 Marketers will likely find new utility with machine Returning to the photography example, it took learning. Tomorrow’s chief marketing officer may decades for the technology to reach the hands of use tech-generated images as concept art before the masses—it will only take months for “AI” to do the photoshoot or video in audience testing the same, and it will impact how people function. before the big campaign enters production—they Businesses that lean heavily on visual content (like might even use “AI” to generate 3D graphics for social media platforms) will likely be transformed a metaverse brand activation. It could breathe almost overnight. On a personal level, the way life into campaigns at an earlier point in the people live their lives will probably be impacted timeline and ultimately lead to quality results at as they weave this newfound ability to be more higher speed. creative into their activity at work and at home. It’s an absolute truth that everyone has some These developments will simultaneously put the degree of creativity within them. The interesting ability to be creative in people’s hands and take it tension here is between “AI” helping them explore away, and organizations will be confronted with that creativity and the quality of output. Attention the impact of both. They’ll need to find ways to to craft separates the excellent from the average— be noticed in a sea of good creative content, and and the craft cannot stand still but must evolve imagine what these new tools can do to enhance with the new tools. We expect to see increasing the speed and originality of innovation. debate around quality and standards where “AI” is 87 applied to creative work in professional settings. As with most emerging technology, open In design, for instance, if technology plus a novice questions around the legal and ethical can design something good enough, might an employer start to question the need to invest more implications remain, and it’s important for for experienced designers? Without care, output companies to consult with their legal and will become sub-standard. compliance teams and monitor developments as adoption grows. + weight +1, omit text; letters, algorithm version 4, aspect ratio 3:2, change 100 Copyright © 2022 Accenture. All rights reserved. 57