94 WHERE AI MEETS CREATIVITY
Andy Hood, VP Emerging Technologies at WPP, will participate in today’s Keynote ‘At the Intersection of AI and Creativity: Why the future lies in human-machine collaboration’. John Maxwell Hobbs fi nds out more
In today’s IBC Conference Keynote, WPP’s Andy Hood will look at the ways in which AI opens new possibilities for experimental creativity by enabling creators to explore unconventional ideas, styles and techniques, while also considering how we can ensure a fair and ethical approach. He will be joined in the discussion by Sachin Dev Duggal, Founder and Chief Wizard,
Builder.ai.
Hood points out that AI encompasses a wide range of applications beyond the popular generative models like ChatGPT and DALL-E, highlighting that AI includes applications in machine learning, audience analysis, conversational interfaces and more. He also acknowledges the transformative impact of generative AI tools such as ChatGPT and MidJourney, which have brought AI into mainstream consciousness. “Generative AI is radical in terms of the process, but it is a creative tool and kind of the next step in creative technology,” he says. However, he cautions that AI should be seen as a tool that enhances human creativity rather than replacing it. “I think what gets missed a lot of the time is in articles with an image of something and a caption, ‘this was done by AI’. The reality is that it was done by a person who was using AI,” he says. In today’s session, Hood will delve into the theme of human-machine collaboration, discussing the initial scepticism and fear surrounding AI in creative industries and how these can be mitigated by viewing AI as a collaborative partner rather than a competitor. He is quick to emphasise the importance of understanding and mastering AI tools to remain competitive in the creative fi eld, however he points out that the best creative work involving AI is done by professionals who know how to use the tools effectively, explaining that AI- generated outputs often go through multiple iterations and refi nements guided by human expertise. “The best work with these tools is being done by professional creators,” he says. Hood will also share insights from WPP’s internal initiatives, such as the Creative Technology Apprenticeship programme. This identifi es talented individuals who might not traditionally see themselves as part of the creative technology space and provides them with the training and tools to excel. This initiative underscores Hood’s belief in nurturing human talent to maximise the potential of technological advancements.
Andy Hood, VP Emerging Technologies, WPP Moreover, Hood will touch upon the future
of creative technology, highlighting ongoing projects at WPP where AI is integrated into bespoke creative and production tools. These tools are built on foundational models but are customised to meet specifi c needs, ensuring that WPP’s creative outputs are both innovative and ethically sound.
“You don’t lose your job to the technology. You lose your job to the person who comes in, who can do it. You want to be that person”
For example, WPP has created its own enterprise AI platform, called WPP Open. This is made up of a set of integrated tools that perform different functions: Creative Studio, Production Studio, Commerce Studio and others. The training of the AI models in this platform is done using what WPP calls ‘brains,’ developed by Satalia, to focus the AI on brands, products, audiences and media platforms. One practical challenge Hood mentions is the need for continuous learning and adaptation. Creatives must stay on top of the latest tools and integrate them into their workfl ows. “You don’t lose your job to the technology. You lose your job to the person who comes in, who can do it. You want to be that person,” he says. He encourages creatives
to experiment with AI tools, fi nd good guides and tutorials, and integrate these tools into their day-to-day work to become more fl uent and confi dent in using them. On the ethical front, Hood acknowledges the concerns surrounding the use of AI, particularly in terms of copyright and intellectual property. He cites the example of a graphic novel created with MidJourney, where the author’s copyright was initially granted but later challenged. “In my previous experiences, I’d never really particularly worked with a big legal team, but at WPP, there are several technological developments that have happened in the last few years where you need to have a focus on regulatory and ethical standards,” Hood explains. To address these concerns, WPP has established a framework that ensures all AI use is ethical and compliant with regulations. This includes using models trained on copyright-free data and implementing robust guardrails to prevent misuse. “Having a clear vision of what you stand for, what your ethical position is, and having good people with a great understanding of what the regulatory systems are and what to look for is crucial,” he says.
Andy Hood takes part in today’s Keynote ‘At the Intersection of AI and Creativity: Why the future lies in human- machine collaboration’ at 14:00-14:45 in Conference Room 1. Delegate passes can be purchased at
show.ibc.org/registration-conference.
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