The recently published AI, Innovation + Creativity: Does the reality live up to the hype?‘ study from RARE and MAD//Fest reveals a wide array of applications for AI and Machine Learning (ML) and overwhelming intent for marketers to use it in the future.
However, the study clearly shows that there are some barriers to adoption, most notably from creative viewpoint.
Adoption of AI in the creative space is low in comparison to the use and adoption across other marketing disciplines such as voice and chat. It seems there are a few key areas that need to be addressed.
On the surface, with responses such as “It’s missing the human emotional touch”, you’d be forgiven for thinking that the biggest barrier is the fear of machines taking our jobs. However, this is actually not the case. The vast majority were pretty open to using AI help ‘do our jobs better’.
What is apparent is that for true adoption of AI to become the norm and for people to accept it has a creative role in business, we need to show our stakeholders how it can be used to continuously answer different business challenges. But we need to do so, not by throwing glossy words like ‘Neural Network’ or ‘Deep Learning’ at them but by actively demonstrating why AI is relevant.
In my opinion, the trouble with many of AI solutions that currently exist is that they are overly technical, and their use is limited to one area. What comes across clearly in the study is the fact that agency and brand owners require one solution that can solve numerous challenges.
Click here to get your hands on a free copy of the study.