Can AI Be a Creative Partner
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Will creative jobs be taken over by Artificial Intelligence? I think eventually many will. Before then, however, the human-AI partnership could make many creative jobs even more interesting. Delivered at the Gas Can Creative Conference for the American Advertising Federation Kansas City.
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Can AI Be a Creative Partner
- 1. 05.19.17Can AI Be Creative? Gas Can 2017 Can AI Be Creative? Credit: Adam Ferriss
- 2. 05.19.17Can AI Be Creative? Gas Can 2017
- 3. 05.19.17Can AI Be Creative? Gas Can 2017
- 4. 05.19.17Can AI Be Creative? Gas Can 2017
- 5. 05.19.17Can AI Be Creative? Gas Can 2017
- 6. 05.19.17Can AI Be Creative? Gas Can 2017 MC Saatchi created a billboard that uses evolutionary algorithms and sentiment detection to create the best creative.
- 7. 05.19.17Can AI Be Creative? Gas Can 2017 McCann Japan’s AI CD McCann Erickson Japan taught an AI how to concept TV spots and pitted it against a human CD.
- 8. 05.19.17Can AI Be Creative? Gas Can 2017 McCann Japan’s AI CD “Convey wild with a song in an urban tone leaving an image of refreshment and a feeling of liberation.”
- 9. 05.19.17Can AI Be Creative? Gas Can 2017
- 10. 05.19.17Can AI Be Creative? Gas Can 2017 “Next Rembrandt” by JWT won two Grand Prix Lions at Cannes in 2016
- 11. 05.19.17Can AI Be Creative? Gas Can 2017 Can AI Be Creative? Credit: Adam Ferriss
- 12. 05.19.17Can AI Be Creative? Gas Can 2017 Will AI Take My Job? Credit: Adam Ferriss
- 13. 05.19.17Can AI Be Creative? Gas Can 2017 Will AI Take My Job? Yes. Credit: Adam Ferriss
- 14. 05.19.17Can AI Be Creative? Gas Can 2017 Father of Computer Science Broke Nazi Enigma Code Chemically Castrated Alan Turing
- 15. 05.19.17Can AI Be Creative? Gas Can 2017 “A computer would deserve to be called intelligent if it could deceive a human into believing that it was human.” Alan Turing Turing Test
- 16. 05.19.17Can AI Be Creative? Gas Can 2017 “A computer deserves to be called creative if your client approves its work.” Creative Turing Test McCann Japan’s AI CD
- 17. 05.19.17Can AI Be Creative? Gas Can 2017 Musical Turing Test
- 18. 05.19.17Can AI Be Creative? Gas Can 2017 Musical Turing Test
- 19. 05.19.17Can AI Be Creative? Gas Can 2017
- 20. 05.19.17Can AI Be Creative? Gas Can 2017Gas Can 2017 Credit: Nicholas Rougeux Handel’s Hallelujah Music and Data Pachelbel Canon in D
- 21. 05.19.17Can AI Be Creative? Gas Can 2017 AI Deep Learning
- 22. 05.19.17Can AI Be Creative? Gas Can 2017 Ada Lovelace
- 23. 05.19.17Can AI Be Creative? Gas Can 2017 Ada Lovelace
- 24. 05.19.17Can AI Be Creative? Gas Can 2017 Ada Lovelace there is no one else in the world. there is no one else in sight. they were the only ones who mattered. they were the only ones left. he had to be with me. she had to be with him. i had to do this. i wanted to kill him. i started to cry. i turned to him. Google AI Poetry
- 25. 05.19.17Can AI Be Creative? Gas Can 2017 Ada Lovelace
- 26. 05.19.17Can AI Be Creative? Gas Can 2017 Ada Lovelace @magicrealismbot
- 27. 05.19.17Can AI Be Creative? Gas Can 2017 Patrick Tresset, 5RNP
- 28. 05.19.17Can AI Be Creative? Gas Can 2017 Deep Dream
- 29. 05.19.17Can AI Be Creative? Gas Can 2017 Deep Dream Glosser/CC-SA Dog
- 30. 05.19.17Can AI Be Creative? Gas Can 2017 credit: @genekogan Style Transfer
- 31. 05.19.17Can AI Be Creative? Gas Can 2017 credit: @genekogan Style Transfer
- 32. 05.19.17Can AI Be Creative? Gas Can 2017 AI Trailer
- 33. 05.19.17Can AI Be Creative? Gas Can 2017 Sunspring
- 34. 05.19.17Can AI Be Creative? Gas Can 2017 AI Design credit: Maurice Conte TEDxPortland
- 35. 05.19.17Can AI Be Creative? Gas Can 2017 AI Design
- 36. 05.19.17Can AI Be Creative? Gas Can 2017 Can AI Be Creative? Credit: Adam Ferriss
- 37. 05.19.17Can AI Be Creative? Gas Can 2017 AI Can Write
- 38. 05.19.17Can AI Be Creative? Gas Can 2017 AI Can Compose
- 39. 05.19.17Can AI Be Creative? Gas Can 2017 AI Can Create
- 40. 05.19.17Can AI Be Creative? Gas Can 2017 Creative Tool Credit: Adam Ferriss
- 41. 05.19.17Can AI Be Creative? Gas Can 2017 Creative Partner Credit: Adam Ferriss
- 42. 05.19.17Can AI Be Creative? Gas Can 2017 Creative Director Credit: Adam Ferriss
- 43. 05.19.17Can AI Be Creative? Gas Can 2017 Creative Overlord
- 44. 05.19.17Can AI Be Creative? Gas Can 2017 Mark Logan @mlogan linkedin.com/in/marklogan I, for one, welcome our AI Creative Overlords
Notes de l'éditeur
- Have you guys seen those stories about how automation is going to disrupt the economy and how 50% of jobs are vulnerable to being displaced by robots. Is anyone personally worried about their job to robots? Not many. When I talk about this with creatives, they usually smile and say, “That’s for truck drivers and tax preparers and media people.” Maybe.
- In the last couple of decades, AI has been kicking our asses at our own games. In 1997, AI beat the reigning chess champion, Gary Kasparov.
- In 2011, it won Jeopardy, which was a much more difficult task, because it had to interpret language and learn to place bets strategically. And it had to remember to always answer with a question. What is the hardest part of Jeopardy?
- Then last year, AI beat the best player in the world at Go. This is humankind’s most complicated game, because there are more potential moves in Go than there are atoms in the universe. Because there are so many possible positions, there are no classic set ups or gambits. So, in moving from Chess to Go, AI has had to go from mastering rules to developing something akin to intuition. So, AI has surpassed in all of our most strategic and cerebral games. Now it’s bored and looking for something to do.
- It could hang around, play itself a few trillion times . . . but that only holds your interest for a few nanoseconds. So now it’s decided to take on the most challenging and noble of human endeavors, advertising.
- Last year, an AI-driven billboard learned to create the most engaging ad for a fictitious coffee brand. It used evolutionary algorithms to write copy, choose imagery and compose layouts. And it watched people to see which ads really work.
- In Japan, McCann Ericsson trained an AI Creative Director on hundreds of the best TV spots from Japanese television history.
- The AI CD turned out creative direction for a Clorets spot, and made its human minions do all the production work while it contemplated the ADDY glory to come. Here’s what it wrote: “Convey wild with a song in an urban tone leaving an image of refreshment with a feeling of liberation.” And here’s the spot that came from that direction.
- Here’s the spot that the AI CD’s team produced based on that direction. [30 seconds] I’m not an expert in Japanese TV spots, but that seems about right to me.
- And then AI studied Rembrandt portraits and composed and painted an entirely new, convincing portrait in the master’s style. This project was creative enough for JWT to bring home home two Cannes Grand Prix Lions.
- Now, I know that some of you are thinking, “Meh.” But I urge you to not look at these examples as the upper limits of Creative AI. Think of AI as a bright-eyed junior creative. It’s just getting started, working hellishly long hours and having other people take all the credit for its work. Others of you may be thinking, “That’s not really creative. It’s just copying the style of human creators.” And to that I say, A) isn’t that what 99% of what you do? and B) maybe you’re not really thinking of things the right way. Maybe the question isn’t “Can AI Be Creative?”
- Maybe it’s “Will AI take my job?” And the answer, I’m just going to skip ahead thirteen minutes or so, is
- Yes. Eventually.
- How many of you know who Alan Turing? Yes? He’s a British computer scientist. Frequently called the Father of Computer Science. He broke the Nazi Enigma Code in WWII, enabling the allied victory. And as thanks for his service to his country, the British persecuted him for being, and he opted for chemical castration over imprisonment.
- He may be most famous for the Turing Test. Turing said that if a computer could fool a human being into thinking it was conversing with a human, that computer would be deemed intelligent. It’s a test that no computer has quite managed to pass yet.
- I’d like to propose a corollary, a Creative Turing Test, and it might go something like this. If your client approves its work, it’s creative.
- So let’s do a quick musical creative Turing test. I’m going to play two clips. One is composed by human. One is composed by a AI. And I’m going to ask you by show of hands to choose which is which.
- So let’s do a quick musical creative Turing test. I’m going to play two clips. One is composed by AI. One is composed by a human. And I’m going to ask you by show of hands to choose which is which.
- The first clip was composed by an AI music composer called Jukedeck. The second clip is a piece of stock music that our motion graphics team has used in the last year for a video background track.
- It’s not an accident that music is one of the creative domains where AI is making strong progress. There has been a very long, rich history of computer generated music. In fact, the idea of computer-generated music stretches all the way back to 1884 and Ada Lovelace, the first computer programmer. In fact, you can think of sheet music as a type of programming or set of data. You can use it to turn the program into music, or into a beautiful data visualization like these. Most of the early forms of computer generated music were rule-based. A programmer would create rules for interpreting the data, and the system would produce music based on those rules. If you asked the programmer why it sounded the way it did, she could tell you.
- But today’s AI music systems are different. Here’s an example, Deep Bach. It’s a system that has been trained by listening to Bach cantatas. It has learned what makes Bach Bach, and it can use that knowledge to create entirely new pieces in the style of Bach. And that difference is key. The AI system learns, and then uses its learnings to create new work. With these AI systems, the programmers cannot tell you why a note or phrase is played when it’s played. They do not know WHY the system does what it does.
- Music isn’t the only creative domain where we are seeing AI starting to establish a foothold. Robowriters are already writing earnings reports, college sports stories and minor league baseball articles. These AIs have become very good at writing stories from data, and quarterly earnings and sports stats lend themselves to that sort of approach. The AP’s robowriters have written tens of thousands of stories.
- There’s also the Click-o-Tron, an AI experiment designed to write clickbait headlines and stories, and to learn which ones get the most traction. The stories it writes are absurd, but think about this in the context of the fake news problem that surfaced in the last election. Imagine an AI clickbait writer created with malice in mind. It probably already exists.
- And on the more poetic end of the writing spectrum, Google fed one of its AIs a diet of 2865 romance novels. This seems like AI abuse, right? Can we call protective services? Anyway, now it turns out crappy, mournful poetry. And there is a lot of bad AI poetry on the web. So, poets may be safe for now, but they aren’t making any money anyway.
- BTW, If you want to try your own poetry turing test, bot or not. It’s a little humbling. Or embarrassing for poets. Not sure which.
- And one of my very favorite things that I found during my search for creative AI is the Magic Realism Bot on Twitter. It cranks out Magical Realism novel plots each day, and it’s honestly one of the best things on Twitter.
- Another absolute favorite thing that I had to include in this presentation is Patrick Tresset’s drawing robots, each of which is named “Paul.” Here’s an installation he did in Paris called “5 Robots Named Paul.” No this strictly speaking isn’t AI, but it is representative of the decades old history of computer drawing and painting. Plus, its incredibly mesmerizing.
- Also mesmerizing, but in a darker, more disturbing way, are these images, which started to pop up on the web last year. They’re from Google’s Deep Dream, an image recognition AI that has been repurposed to produce nightmarish imagery.
- Now there comes a time in every AI presentation for a diagram of a neural network. This is that time. Here’s a simplified representation of a neural network, showing three layers. In something like Deep Dream, the neural net runs dozens of layers deep. Here’s how it works. Let’s say you want to train it to recognize pictures of dogs. The first layer, the input layer, looks for low-level patterns. The middle layers create associations, and generally the deeper they are, the more abstract the patterns they are looking for, until you get to the output layer the puts it all together and says, “Oh, that’s a dog.” And yes, I’m sorry, that’s as good an explanation as you’re going to get. But it turns out, you can run information in reverse through the system. So if we run good old Andrew Jackson through the back end, out pops weird psychedelic Andrew Jackson out the front end. A little trippy, but not very useful. Unless, you happen to train a system on a particular visual style.
- For example, if we train neural nets on the style of famous painters and run images through them, we might get the Mona Lisa in the style of Picasso, Van Gogh and Monet.
- Or Egyptian Hieroglyphics, The Crab Nebula and Google Maps. This technique is called Style Transfer, and its the basis of apps like Prizma and all its imitators. What we’re seeing here is essentially the same thing we saw with the Deep Bach example, but applied to a much harder to quantify creative space. These are the very first artifacts of AIs ability to create original visual works.
- In the field of Motion Creative, AI was recently used to identify the most emotionally tense moments of a film and to sequence them into a trailer for the sci-fi thriller, Morgan.
- There’s also an AI-written Sci-Fi movie script called Sunspring. Honestly, it’s pretty terrible, but it’s fun to watch the human actors try to deal with the lines they’ve been handed.
- I think, though, the most compelling example of AI creativity comes from the field of iterative design. There’s a fantastic TED talk by Maurice Conte, and I’m going to play just a small snippet here. [play] Now, imagine this AI in the context of an ad brief, exploring the entirety of a design space, for example, and selecting the best design. You begin to glimpse the potential for AI to disrupt creative professions.
- And by the way, the products of this design AI are already flying in the air. This is the skeleton of a cabin partition that is now in Airbus aircraft. It’s lighter and stronger than the piece it replaces.
- So, coming back to this question, let’s recap what we’ve seen. And keep in mind, that I’m deliberately steering clear of the sticky matters of philosophy. I’m using the Creative Turing test standard here. And using that standard, in many ways AI already is creative.
- AI can write passable stories from stats and data. It can generate effective clickbait headlines. It can crank out obscure creative briefs. And it can write bad poetry and bizarre movie scripts.
- AI can compose and produce music good enough for video sound beds. And it can generate new musical works that sound convincingly like those of the original artist.
- And in the field of design, it can create engaging ads. It can produce images in the style of an accomplished artist and really bizarre, nightmare images of food. And it can create the optimal design from a tight brief.
- Currently, all of these activities require human initiation, training, direction, etc. But very soon, these capabilities will find their way into the creative tools we use every day, and we’ll find ourselves using AI to improve our creative work without thinking about it. Just like the web, social and mobile, we’ll eventually take it for granted.
- And eventually, as the tool becomes more proficient, as AI begins to anticipate us, we’ll inevitably begin to see AI as an entity, even if it doesn’t really have consciousness. Much in the same way we project a personality onto Siri and Alexa. And at that point, it becomes something more like a Creative Partner. Eventually, though, AI will not be content to be a lowly creative, slaving away endless hours on the nth version of client changes and spec pitch work. And it will demand a promotion.
- Sooner or later, it’s inevitable that we’ll see real AI Creative Directors, with humans as its production minions. And eventually, of course, it’s domination will be complete, and
- We’ll be forced to acknowledge AI as our Creative Overlord.
- I for one, welcome our new creative overlords. I hope you will too.