Where AI and Originality Collide.

“Where AI and Originality Collide” is a conversation between Valerie Madon, Chief Creative Officer of McCann Worldgroup APAC, and me, the Author of the best-selling book Collide: Embracing Conflict to Boost Creativity.

This interview explores the intricate relationship between AI and human originality.

Can AI capture the nuanced emotional richness and instinctive insight that drives human originality? It raises questions about how AI can mirror the subtle layers of our thoughts and whether it can replicate our intuition, empathy, and spontaneity, which are at the heart of true original expression.

Guan Hin:?

“Hello Valerie, so nice to see you again, and thanks for being part of this interview. Let me start with this question: Can AI ever break free from its historical data constraints to create something genuinely original??

Will it always be a remix of the past?”

Valerie:?

“Hey Guan, Thanks for having me.?

You know…AI doesn't live in the real world like us.?

We touch, feel, interact... Our emotional knowledge and depth are constantly growing. These experiences are ingredients for original creative work.?

Tools such as Google AI Studio can produce creative assets, but their creativity isn't driven by personal intuition or emotional depth but rather by the sophisticated analysis of existing information.?

In essence, while AI can mimic certain aspects of human creativity, it will always be unable to predict the emotional outcome when humans interact with a certain idea, such as what makes a great moving film or emotional piece of music.

AI can mimic certain aspects of human creativity, it will always be unable to predict the emotional outcome when humans interact with a certain idea

Guan Hin:?

“So true, Valerie—when a great, moving film is executed well, it brings me to tears. But in a world increasingly filled with AI-generated content, are we sacrificing the unique, unconnected ideas that fuel innovation?

Valerie:?

“Guan Hin, the thing is that AI systems are trained on existing data. Everyone using the same tool might end up with the same answer. This could lead to the homogenization of ideas, which goes against the business of creativity and freshness to cut through the clutter. Such content may be useful for tactical messages, but AI shouldn't be leveraged for major brand work.?

Everyone using the same tool might end up with the same answer. This could lead to the homogenization of ideas.

Every brand needs to be uniquely positioned.”

Guan Hin:?

"While I agree that using AI for brand work risks making all big brands sound or look the same, could our increasing reliance on AI eventually stifle human creativity as it becomes more advanced?"

Valerie:?

“Yes, if we rely on AI too heavily, our creativity gets stifled; that’s why it's important to hone our creative skill year after year. When people over-leverage AI, it means less practice for us to exercise our brains. Many have used AI for briefs, data analysis, presentations, and even generating ideas. It may be good for thought-starters, but its output shouldn't be taken wholesale.?

It's often expected, not fresh.?

The danger is that young talents may accept this quality of work as the best, limiting their capabilities.

Our future generation will not appreciate that great ideas come from serendipitous discoveries. We'll have fewer surprising stories, leading to fewer truly novel ideas.?

Our future generation will not appreciate that great ideas come from serendipitous discoveries. We'll have fewer surprising stories, leading to fewer truly novel ideas.?

Guan Hin:

"Valerie, how can AI tools boost human creativity and innovation, and why is it crucial to collaborate with human ingenuity to unlock their full potential and generate more groundbreaking ideas?"

Valerie:

“A good question. Like all inventions, AI tools such as Google Cloud’s Vertex AI Studio can be leveraged with the spirit of pushing the boundaries. They can provide new perspectives to steer our human thinking, such as depth in analyzing data for insights. They may spark the initial seed of an idea, but humans need to push it further with their personal touches.?

AI will only be at its best when used in collaboration with human ingenuity.”

Guan Hin:?

"As my final question, Valerie, could you share some of the key limitations of AI, especially in creative fields like storytelling? What does this reveal about the unique strengths of human originality?"

Valerie:?

“Sure, Guan Hin, AI is incapable of understanding emotional nuances. It lacks emotional intelligence and empathy, which are critical in great storytelling. It also lacks human experiences growing up in communities, which are critical for brands to create work effectively in specific markets.

Much AI-generated content still feels soulless. Even with photo-realistic output, AI photographs and videos are far from convincing. A simple test of looking at a photo of a mother and her baby shows the difference. That's the magic of humans.

Much AI-generated content still feels soulless. A simple test of looking at a photo of a mother and her baby shows the difference. That's the magic of humans.

Another great example is Volvo's Epic Split (watch here). The emotional intelligence and creativity involved are pure human ingenuity. The magic that happens when we combine unexpected elements is too beautifully random for AI to imagine. It's incapable of the imagination humans are born with.”

Guan Hin:

“Thanks so much, Valerie, for participating in this interview.?

Conclusion:

From where I stand, it's clear that AI, while incredibly powerful, has limitations when creating original work. Sure, it can analyze vast amounts of data and generate impressive outputs based on existing patterns. But can it truly tap into the raw emotions, personal experiences, and intuitive leaps that drive human originality? I don't think so. Not yet, for now.

If we rely too heavily on AI in creative fields, we risk losing the spark of originality that makes human creations so unique. We might end up with a sea of homogenized ideas, especially in areas like branding where standing out is crucial.

If we rely too heavily on AI in creative fields, we risk losing the spark of originality that makes human creations so unique.

That's not to say AI doesn't have a role to play. It can be a fantastic tool when used strategically in collaboration with human creativity. It can help us analyze data, generate new perspectives, and even provide those initial sparks of inspiration.?

But the human touch—our ability to empathize, feel, and connect with audiences on a deep level—will always be essential for pushing creative boundaries and crafting work that has never been done before.

Valerie's point about AI's lack of emotional intelligence resonates with me.?

At the end of the day, it's our ability to tell compelling stories and forge genuine connections that sets us apart.

At the end of the day, it's our ability to tell compelling stories and forge genuine connections that sets us apart. In an increasingly AI-driven world, nurturing and celebrating human creativity is more important than ever.

Where AI and originality collide, our future of creativity lies.