Feed Discusses AI During San Francisco Design Week

For the first time Feed hosted an event during San Francisco Design Week, one of the most important and inspiring events for the creative community in the Bay Area. Feed was part of an influential group of studios, agencies, and tech companies including Pinterest, Spotify and GS&P that brought together over 40,000 designers, trade professionals, non-profits, entrepreneurs and business leaders for a week-long series of talks, studio visits and panel discussions. 

Feed’s panel included managing director North America, Tamara Hill, Feed’s creative director, Ephraim Joseph and digital strategist, Nicole Wingate. The discussion explored industry issues including the hype versus the reality of AI, the dangers of inflated expectation of the technology and the benefits for creativity that are often overlooked. 

“Feed’s participation in our first SF Design Week was a success. The Bay Area is a very mature market with some of the best creatives around. The panel discussion gave the opportunity for our creative community to discuss how AI is reshaping our industry," said Tamara Hill, MD North America, Feed. "Current clients and creatives from tech and financial institutions attended the panel to learn how Feed can scale production work while allowing more time for strategic and creative initiatives. Topics ranged from how automation helps with workload, AI ethics and expected timeframe for machine learning to go mainstream.” 

When asked about how AI is freeing creatives up to do more of what they love, Feed’s creative director Ephraim Joseph said: “As the combined human and AI processes become more established, agencies and clients will use the efficiencies gained to liberate their creative people to spend more time on what they do best - creating. Machines do the grunt work so humans can focus on the creative work.” 

From a strategic standpoint, Feed’s digital strategist Nicole Wingate offered her view on how these technologies could improve the consumer’s journey: “AI and machine learning elevate consumer journey modelling - the ability to predict the best way to reach and communicate with consumers leads to the best brand experience.”