Let’s settle this debate once and for all – creativity and technology are not foes; they are partners. At the recent SXSW Australia, advertising veteran David Droga emphasized the importance of both creativity and technology working together. He stated that “Creativity needs technology to be real; technology needs creativity to be more relatable and human.”

The rise of Generative AI has caused a stir around the world.

Whether you love it or hate it, Generative AI is poised to revolutionize the world. However, creatives globally have been at odds with Generative AI due to various issues, such as copyright infringement and concerns about the impact on artists, writers, and musicians.

The synergy between technology and art

Despite the controversies surrounding Generative AI, historically, technology has sparked creativity – just as art imitates life.

In 2013, Pew Research Center reported that most art organizations believed that the internet and social media had increased engagement, made art more participatory, and broadened the boundaries of what is considered art.

Since 2013, technology has become a democratizing force in the realm of creativity. It has allowed individuals to express themselves through various writing, music, and art platforms that were previously inaccessible without the support of publishers or art institutions.

Video games, for example, are a prime example of how technology fuels creativity. They are a form of art built on code and consumed through technology. Technology has the potential to inspire creativity and innovation.

If the internet and social media boosted engagement in 2013, the impact is only expected to grow in the present day.

Also Read: Is AI the end of originality or a new dawn for creativity?

According to Accenture’s Life Trends 2024, a significant percentage of people are comfortable using conversational AI for product recommendations and prefer conversational answers over traditional internet searches. Generative AI could offer businesses a chance to create a more relatable brand image.

Setting boundaries for the technology-creativity partnership

While technology and creativity have a symbiotic relationship, setting boundaries is essential for their successful collaboration. Historically, new technologies have initially complicated the creative realm before leading to innovation. For example, when drawing tablets emerged, there were debates about whether digital art was legitimate.

In June of this year, an internal event at DBS sparked a debate about using AI art tools. Graphic designers raised concerns about the ethical implications and potential negative impacts of AI-generated art. Setting regulations around Generative AI is crucial to protect artists’ work and livelihoods.

Generative AI is a tool that must be used responsibly. Legal experts have highlighted copyright issues and the need for transparency in disclosing the datasets used by such systems. Regulations, such as those proposed by the EU, can ensure that Generative AI respects artists’ rights.

Also Read: Creativity at the heart of business growth

In the ASEAN region, efforts are underway to establish governance and ethics guidelines for AI to minimize risks associated with artificial intelligence.

Generative AI in the advertising industry

Generative AI has the potential to breathe new life into advertising.

The current advertising landscape is flooded with mediocre ads that lack creativity. Small businesses often struggle to create engaging ads due to limited resources. Generative AI could disrupt this trend by generating innovative and compelling ads.

Investing in human creative talent is crucial to overcome the challenges posed by Generative AI in advertising. Creatives must play a key role in harnessing the power of technology to produce impactful and authentic campaigns.

While Generative AI may present challenges, it also offers opportunities for collaboration between technology and creativity. By establishing clear boundaries and regulations, we can ensure that this partnership flourishes and benefits both creators and consumers.

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This article was first published on April 12, 2024

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