How machine learning will inspire bigger and better creative ideas

How machine learning will inspire bigger and better creative ideas

October 29, 2019 Off By esential1@
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Noël Paasch: I think it’s super important that we can

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use machine learning to challenge assumptions and to kind of show us new perspectives.

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Fiona Walford: You’re here hopefully to demystify a lot

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of those conversations that we have around machine learning, and to give us some insight

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into actually what machine learning can do, and what it can bring to the creative process.

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Noël: Yeah, I think right now we’re at this stage

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where machine learning has gotten a bad rap, in kind of the creative process.

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Everybody’s afraid it’s going to take over their jobs and eat their lunch.

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But in fact, if we kind of take a step back, it’s a new challenge that is presented to

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creativity, and something that we need to learn to embrace.

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Fiona: Can you explain kind of then why it fundamentally

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can’t replace people in the creative process?

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Noël: A lot of times, there’s a misconception

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that the machines will have all the answers, that ML will kind of provide the solution,

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and really, the way it should be viewed is as a way to reveal new perspectives, or to

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challenge long-held assumptions of things that we thought would constantly work, especially

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in advertising.

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Fiona: So what are the implications now for creative

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agencies?

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Noël: I think the opportunity for machine learning

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will really come from kind of finding the sweet spot.

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We come from a TV-driven world where we had a ton of media waste, and no real way to measure it.

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And now we’re kind of on the opposite end of the spectrum where we can sometimes create

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thousands of versions of an ad, sometimes at the click of a button, but if you only

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have twenty to thirty of those thousands of ads that are actually working for you, is

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it worth that production cost?

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So we think that machine learning can really find that sweet spot, in between the two,

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really maximizing your return on ad spend.