Exploring the Role of Generative AI in Creativity: Insights from LinkedIn’s Cannes Lions Panel

This morning I tuned into a pretty heady #canneslions2023 livestream about generative AI and its impact on creativity. As the conversation unfolded, a variety of thought-provoking themes emerged, shedding light on the potential of AI in marketing strategies and the implications it holds for the future.

The panel was moderated by Dan Shapero, Senior Vice President and COO of LinkedIn, and featured Dan Gardner , Co-Founder & Executive Chairman of Code and Theory, Taj Reid , Global Chief Experience Officer of Edelman, and Valerie Vacante , VP of Solutions Innovation at Dentsu.

Understanding the Possibilities of Generative AI

From video games like to chatbots and smart home devices, AI has been quietly transforming industries. But now it's changing how marketers think about the value they bring and the efficiencies that might be gained to create more value.

“Everyone is talking about Artificial Intelligence. But how well do marketers understand the concept of generative AI, as well as the myriad of implications of using it?”

The panel reflected on the perception of AI and its role in marketing, emphasizing the importance of understanding the emerging trends in AI and the limitless creative possibilities that arise from interacting with AI tools.?

Dan Gardner noted that the hype around emerging technologies often leads to an abundance of so-called "fake experts." While there is excitement about the potential of AI, it is essential to differentiate between real and fake applications. The panelists agreed that the true value of AI lies in its ability to enhance human creativity and problem-solving.

Empowering Creativity through AI

The discussion then shifted to the impact of AI on creativity. Taj Reid shared his experience of AI as a sparring partner, helping marketers organize their thoughts, iterate rapidly, and overcome creative blocks. Val Vacante emphasized the amplification aspect of AI, allowing larger teams to collaborate effectively and enhance their work. Dan Gardner raised an important point about AI leveling the playing field in terms of creativity.?

“Creativity is now a discipline of how you think and solve problems. How to be disruptive, be inventive. Making people more creative because we aren’t gatekeeping creativity. It’s just the skill of thinking.”?- Dan Gardner

By democratizing access to creative tools and removing traditional notions of creativity, AI opens up new avenues for everyone to express their inventive thinking.

Unlocking Efficiency & Enhancing Creativity

The conversation delved into the role of AI in streamlining processes and its implications for the creative workflow. Val Vacante highlighted the efficiency gains that come from automating mundane tasks, enabling marketers to focus more on critical thinking and ideation.

“AI will enhance creativity because it's going to inspire people to connect those dots that hadn't been uncovered before. Amplified assistance no matter what you are doing.” - Val Vacante

But efficiency for efficiency’s sake without care for your brand voice, personality, and promise can backfire, and that’s one of the fears of generative AI. The panelists discussed when teams are solely focused on making things more efficient, they are often essentially stripping away all uniqueness.

We’d be naive not to take advantage of the efficiency gains, but if generative AI is only seen in terms of reducing things (time, energy, talent), brands will lose out on differentiation compared to those who also view AI as additive and multiplier.

“We'll witness a divide between businesses that solely focus on reduction and those that embrace multiplication and differentiation. When you combine creativity and efficiency, that's when you can achieve incredible and distinctive outcomes.”?- Dan Gardner

Navigating Challenges & Ensuring Responsible AI Use

The panelists addressed several concerns related to AI, including bias, trust, and transparency. They stressed the need to address bias in AI algorithms and data sets, acknowledging that historical challenges have already influenced these datasets. Dan Gardner emphasized the importance of introducing middle layers to combat bias and the ongoing need for human intervention. The panelists agreed that responsible AI use requires transparency, control, and continuous improvement to ensure equity and mitigate bias.

“My dream scenario where bias is mitigated but we’ve not seen that be successful without ultimate transparency…The work we need to do is to encourage engagement, participation, learn, find the edges, shape policy, and get closer to a place where bias is understood and we are working against it effectively.” - Taj Reid

Trust emerged as a crucial factor in the AI landscape. Taj Reid emphasized that trust is built through great experiences, clear expectations, and transparency.

Dan Gardner discussed the concept of "My AI," where AI technologies align with individual preferences and values, fostering a sense of ownership and trust.?

“Trust is about loyalty and intimacy. People want to think they have a relationship with a brand - that the brand knows them and wants to protect them. We know when we are sharing data. We just do it. The individual thinks: “I have a relationship with you, it’s not going to be perfect, but you are going to try not to hurt me.” AI should help things feel more human,” Dan said. “AI will have to mirror the behavior of humans. There are brands we all love and hate. AI doesn’t change that.”?

Val Vacante highlighted the role of conversational design in establishing trust and emphasized the need for technology to solve the data ownership problem.

Personalization & Frictionless Experiences

The conversation then turned to the power of personalization and its impact on user experiences. The panelists shared examples of AI-powered solutions that alleviate user friction and provide personalized experiences. They highlighted the role of generative AI in creating dynamic content that resonates with individuals on a deeper level. By leveraging data and AI algorithms, marketers can deliver tailored messages, products, and services to consumers, enhancing engagement and driving conversion.

Conversation focused on the importance of understanding the fine line between personalization and invasion of privacy. While personalization can enhance user experiences, it is crucial to respect individuals' boundaries and ensure data privacy. The panelists discussed the significance of implementing robust data protection measures and obtaining explicit consent from users to maintain trust and ethical AI practices.

The panel also explored the concept of frictionless experiences powered by AI. Val shared some exciting projects she worked on: “We had the opportunity to collaborate with Disney, and we developed the BotOffice. It was all about making the process of buying movie tickets seamless and effortless for a couple of Marvel movies that were released. You could simply interact with the bot and, boom, get your ticket while also engaging with the movie content right then and there.?

“Another project we took on was with Kroger, where we introduced ChefBot. The aim was to tackle the challenge of food waste. We wanted to help people make the most of the ingredients they had available by creating personalized recipes based on what they had on hand. We believed that by addressing friction, we could create a truly tailored experience that also created societal good..

"Friction is the spark that ignited our drive to find solutions.”

By leveraging natural language processing and machine learning algorithms, AI technologies can understand user intent and streamline interactions. From chatbots providing instant customer support to voice assistants simplifying daily tasks, AI enables seamless and efficient experiences.

Collaborative Partnerships between AI & Humans

Throughout the discussion, the panelists emphasized the importance of collaboration between AI and human marketers. AI is not meant to replace human creativity but rather augment it. Val Vacante highlighted that the most successful applications of AI in marketing come from a strong partnership between humans and machines. By combining human insights, intuition, and creativity with the analytical and computational capabilities of AI, marketers can unlock new levels of innovation and effectiveness.

The panelists also discussed the need for upskilling and reskilling the marketing workforce to adapt to the AI-powered future. As AI becomes increasingly integrated into marketing strategies, marketers need to develop a solid understanding of AI concepts and their implications. This includes fostering a culture of experimentation, continuous learning, and embracing technological advancements.

One of the panelists talked about a recent Sherwin-Williams case study. SW is using generative AI to assist designers worldwide in selecting colors. But instead of asking the designers to describe colors by their names, they are prompted to tap into emotions, seasons, or even ideas like "a summer breeze."

Ethical Considerations & the Future of AI in Marketing

The conversation shifted toward ethical considerations surrounding AI in marketing and stressed the importance of responsible AI use and the need for regulatory frameworks to ensure ethical practices. Panelists acknowledged that AI algorithms are not inherently good or bad but are influenced by the data and objectives set by humans. Therefore, it is essential to embed ethical principles into AI design and development processes.

Looking ahead, the panelists expressed optimism about the future of AI in marketing. They envisioned AI becoming an integral part of marketing strategies, enabling marketers to create more impactful and personalized experiences for their audiences. However, they emphasized the need for continuous evaluation, monitoring, and adaptation as AI technology evolves.

Taj: “I am so excited. I have a 12-year-old daughter Stella and the way that she learns today is radically different from the way I learned and it's with today's technology, so when you think about 10 years out, where will AI be meeting young people with their needs and their interests and their curiosity? I think everything will be different.”

Val: “I'm a technology Optimist and I think there's just so many opportunities and humility being open and honest about what's possible over here but this is where we're taking it whether it's to accelerate education. Think about how we could accelerate wellness for people.”

Dan:? “I'm excited and think that things will change and be different, recognizing we are working with immature technologies right now that create immature problems. We’ll have to see how we solve those challenges.”

Conclusion

If you get a chance to watch this discussion on demand, I highly recommend it. I am encouraged that cautious leaders are talking about how we leverage the potential of AI to empower creativity, enhance efficiency, and deliver personalized experiences through responsible AI use, the collaboration between AI and humans, and the need for ongoing upskilling in the marketing industry.