Creativity: is it being threatened or enabled by the evolution of technology?

Creativity takes many forms, yet as the technological revolution pushes forward, many fear the impact and subsequent effect of technology on human creativity. Many believe that the era of technology has changed our mindset in different ways. Over the last two decades, there have been significant developments in technology leading some creatives to feel threatened by the prospect of competing with emerging tools like artificial intelligence and the likes.

But this very thought itself puts a doubt on one’s understanding of creativity. One really needs to understand that creativity comes from observing the world, interpreting it and bringing us new concepts and ideas. Whereas technology enables us to see the world differently, accessing information from anywhere in the world.

Technology is nothing without an input and that input comes from a human mind. Technology is a tool that neither impairs nor aids human creativity but enables it rather than threatening the human process. Even with all the data we have available and the content already out there, we still need innovation and creativity to know what to do with it. Technological innovations themselves require creative thought to get them going, otherwise how would we end up with Google, Amazon, Instagram, Ola, or Air BnB?

Technology has expanded the boundaries of what’s possible with creative pursuits such as movie-making, music and graphic design. This has provided more scope for creativity, and has invited more participants to join in. Look at YouTube videos, content on Instagram and TikTok– these are accessible platforms that allow anyone to participate and create.

I would argue it’s more important today than it’s ever been, and if you’re not thinking creatively about connecting with consumers, your business and brand will die. The brand purpose, the power of brand, and the power of storytelling combined with the insights derived from all the data in hand will be the key differentiator for any business. We get too overwhelmed with emerging tools like AI, AR and VR etc. but the simple mantra is to use data to understand who your customer is, what their barriers are, and how to connect with them. It is how you use that data that makes the whole difference, and it takes a creative mind for that.

Go back to the consumer always, and focus on the fundamentals of marketing, they haven’t changed, and they won’t change.

The truth is that Technology and Creativity go hand in hand and complement each other. Technology has enabled us to dream big and, therefore, it has fuelled creativity in many ways. There is a desire to invent and to create and with technology we can enter new avenues easily and connect with information and people around the world.

One of the quotes from Steve jobs  - “The best way to create value in the 21st century is to connect Creativity with Technology”.