With the current explosion of generative AI producing creative work at a speed and competency never seen before, it’s hard to know what the role of creativity is going to look like in the future. A well crafted prompt doesn’t yet at least, carry the same weight of information as a well written and researched creative brief should.
At 6 Seeds we are the architects of a new model and way of working that blends technology and creative storytelling with human smarts from insight through to activation. How the human in the loop behaves, well that's worth discussing. Al Berry, co-founder and strategy lead at 6 Seeds noodles the quandary.
Having successfully managed teams of creatives throughout my career, I deeply respect and value the work that they do having previously been that person. Taking a business challenge into a yet undefined set of notions, rationalised thoughts and then distilling this into a comprehensive narrative that is differentiated (or distinctive, choose your side) and unifying is a real skill. First appreciate how difficult it is to be creative, then ask yourself what bit of this is the machine adding too. With machines being introduced into everyday tasks we must develop as humans to provide feedback loops that respect the human and allow the machine to learn. For example, take the recent court case where a self-driving car, killed a cyclist. Who is responsible? The car or the person sat behind the wheel but not necessarily in control? Now no one to my knowledge has ever died creating the next big Nike campaign but if we are to successfully adopt technology, as humans we must evolve alongside and take responsibility for what we create.
Creatives put their heart and soul into what they do. Their personal experiences influence their creative output.
The fingerprint of great artist, commercial or otherwise will always be present within the work if you know where to look for it. This creative “soul” is what makes brilliant work, the audience feel it and a connection is made on a deeper level.
Giving constructive feedback on creative work always needs to be delivered with respect and care. In our search for quicker, smarter solutions we must allow time for reflection and rationalisation. We are not machines, we are the human in the loop and without which non of this would be possible.
Al Berry, Co-Founder & Chief Strategy Officer