059: Creativity at a Crossroads
My second annual State of Creativity presentation - Part 1
Last July I partnered with Roundpeg Consulting to deliver a first State of Creativity presentation. We spoke of AI, naturally, and neuroscience, as well as “the industry of individualism” and more. So much has changed, and so quickly, since. And what good fortune—the timely Barbenheimer moment gives a colorful frame in which to evaluate many creative dualities.
Last week I gave my second annual presentation—a huge thanks to those who attended in person! The entire talk is too long for one newsletter, so I’m going to chop it into at least three posts, then summarize it all back on my blog.
Since the U.S. ad industry’s birth in roughly 1704, we’ve experienced at least two seminal crossroads: the advent of broadcast (1920-40), and then the Internet 50 years later. Both revealed entirely new approaches to marketing creativity, but most importantly—these moments redrew and invented creative roles, responsibilities and authority. And here we are again, in an even faster cycle, at a third crossroads with the advent of practical AI.
And what luck to share these ideas just as Barbie and Oppenheimer manifest their impact. Two films steeped in themes of control, roles and definition. Who decides who’s “creative,” and when, or what’s “creative?” Today’s crossroads suggests optimism and empowerment, but also fear and consequence.
And I’m hard pressed to offer a more potent expression of those dualities than the recent “Compilation” spot (above) via agency Marcel for telco client Orange. Fascinating, isn’t it, how technology (and obviously some forms of AI) becomes the means of illuminating inherent bias around who’s heroic, who’s athletic, who we should celebrate. A brilliant idea.
A First Crossroad: AI
Here, in the thick of change, it’s too easy and too hard to singularly define the moment. Three examples illuminate our times…
1️⃣ Roblox CEO David Baszucki on the timeline to “speaking things into existence” (Jump to 23 minutes for the quote)
Q. “You really do think we’re going to get to that point where people are speaking things into existence?”
A. “Absolutely.”
Q. “How close are we?”
A. “We’re not five years out.” 😳
2️⃣ This demo from May when Adobe launched Generative Fill within Photoshop. I’m using this capability almost every day now.
3️⃣ And Nilay Patel’s quick review of Wix’s new AI-powered website builder
…which generated the money quote:
“The canon of c+ content is here at massive scale.”
Or as Dr. David Bray puts it, “The good news is we're democratizing technology. The bad news is we're democratizing technology.” I look back at ChatGPT’s arrival in November 2022 as the opening of the floodgates. Speaking again to creative roles and creative control, the limitations and constraints which once said, “you actually have to know how to draw, you have to understand typography and grid systems… you have to know how to write…” those old rules and authorities are gone. And let’s be clear, they’ve been cracking and shifting since software arrived.
And there are many reactions to those shifts, effecting how strategic and creative teams collaborate. Wharton University professor Ethan Mollick summarized it best,
“Everywhere I look I see policies put in place to eliminate the disruption and weirdness that AI brings. These policies are not going to work.”
“I have seen leaders try desperately to ensure that AI doesn’t change anything. I believe that… is futile.”
“The only bad way to react to AI is to pretend it doesn’t change anything.”
So kudos to organizations like The Coca-Cola Company who are investing in roles like a Global Head of Generative AI. It’s a potent signal. And to industry collaborations including The Partnership on AI and The Coalition for Content Provenance and Authenticity who are advancing necessary conversations.
We need to talk about AI across our teams and organizations. In many ways, its impact may be more profound as an agent of interpersonal exchange.
But here’s the brutal truth, via Nick Law, Creative Chair of Accenture Song, speaking at this year’s Cannes Ad Fest…
If mediocrity is now free that means the bar for persuasive insights, the bar for truly brilliant creativity, is much higher. And I think that puts the advantage back in the hands of humans.
I’m reminded of my old jazz professor Rick VanMatre. He taught me curiosity was a muscle to be trained and strengthened. “Do you want to be that player who plays the same licks night after night? Do you want to be in a band with that person, who isn’t trying to improve themselves—who isn’t helping elevate your craft?”
That’s the AI crossroads. Merely using the AI tool isn’t enough…in fact, we’re going to be overwhelmed with C+ content. If our clients, our brands want to generate lasting value, we’re going to have to put in quite a bit of effort to stand apart.