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