Why the next frontier of innovation lies at the intersection of art and technology

Last week I hosted the plenary session of Innovation Realized, the EY global summit for C-suite leaders who want to unlock the power of great ideas. During the session, our professional panel of speakers explored how positive, human-centred approaches to innovation can emerge from the purposeful collision of art and technology.

I was struck by the panellists’ conviction that diversity of thought and approach are critical to solving problems, creating outstanding user experiences and moving human imagination in exciting and transformative ways. Here are my three key takeaways:

?1.?????Human creativity is the critical differentiator in a world of digital and automation

?Technology can achieve amazing things. It is thanks to technology, for example, that we can buy almost anything we want at the click of a mouse, hold meetings with people on the other side of the world and even travel through space. But achievements like these have only been realized because human creativity and desire push the boundaries of what is possible.

When humans have a vision, they apply technology in innovative ways to achieve that vision. Humans are at their most creative when they tap into their inner purpose and intent, and deploy their skills of empathy. Technological tools have neither an inherent sense of purpose nor empathetic skills – they require humans to infuse them with these characteristics. So, it is only with human input that technological tools can convey the emotion that will enable them to connect more deeply with users.

When technology is combined with art, it is mostly likely to touch humans at the deepest level

2.?????Art and technology must converge in blended experiences that touch humans at the deepest level

?Today’s digital world is increasingly defined by employee and customer experiences that are a blend of both digital and physical. Think hybrid events, digital art frames and car showrooms where potential buyers can customise cars using their phones. This trend is only likely to accelerate further, as we make greater use of tools such as artificial intelligence (AI), virtual and augmented reality, and 5G network capability.

If blended experiences are to succeed, they must reflect the fact that we, as humans, are connected to our physical world through our senses, as well as our psychology and physiology. When technology is developed through a technological lens alone, it might not stir the senses or address real human pain points. Also, if we want to develop the most compelling experiences, we must create space for experimentation. We must be prepared to try – and fail. We might not much like the word “failure,” but it is an intrinsic part of creativity, innovation and growth.

When technology is combined with art, it is mostly likely to touch humans at the deepest level, disrupting usual business thinking and creating new opportunities to build brand awareness. At the same time, technology can help to bring art to life. It can create designs, ideas and stories that are far more effective than they would otherwise be if they were shaped by art alone.

3.?????Cognitive diversity is a business imperative

?The most innovative organisations benefit from cognitive diversity at every level of their business, from the board and C-suite downward. Bringing in skills from the art world – which organisations can often achieve by tapping into their broader ecosystems – can be a great way to expand the innovation envelope.

Cognitive diversity – in other words, drawing on the perspectives of people with different thinking styles and problem-solving approaches – is critical to building well-rounded teams. These are teams that can solve creative problems effectively and develop original ideas that will be well received by a broad audience.

We must therefore invest in organisational environments that enable individual contributors to do their best work and boost the overall performance of the team. And we must build common ground between individual contributors so that everyone trusts in the purpose of the project, agrees with the shared outcomes, is willing to intellectually challenge each other and able to bring their whole self to the task.

The rapid development of the metaverse is one of the best examples of where art and technology are colliding purposefully today, to the benefit of humans.

Beyond the metaverse

The rapid development of the metaverse is one of the best examples of where art and technology are colliding purposefully today, to the benefit of humans. In the metaverse, people can already buy items for their avatars, make new friends, attend concerts and purchase virtual real estate. While the metaverse might seem like a largely digital concept, it needs artistic input to be truly captivating, realistic and usable.

In the future, we will have many more meaningful opportunities to blend art with technology. That’s great news for leaders, who should take advantage of these opportunities to put humans at the centre of their innovation efforts. Not only will they solve their organisation’s own business challenges by doing so; they will also help to address some of the huge societal challenges that exist.

What’s the next frontier of human-centred innovation? In my mind, there’s no doubt that it lies at the intersection of art and technology.

?The views reflected in this article are the views of the author and do not necessarily reflect the views of the global EY organization or its member firms.