“Every Single Industry will be Touched by AI”
Once the preserve of science fiction, artificial intelligence is already playing a significant role in many aspects of our lives and that's only going to intensify. That’s why Production Social are presenting AI & The Next Generation of Creativity at Twitter’s London HQ on Tuesday October 3 - a chance to spend a whole afternoon pondering the issue with an impressive array of experts on the subject.
Speakers confirmed so far include Saeema Ahmed-Kristensen PhD, Professor of Design Engineering and Design Methodology at the Dyson School of Design Engineering, Imperial College London, Paola Colombo, SVP Managing Director, R/GA, San Francisco, Luba Elliott, a creative AI researcher, Patrick Stobbs, Co-Founder at Jukedeck and Jeremy Waite, Evangelist at IBM.
LBB’s Laura Swinton spoke to the event’s host, Dani Michelon, Head of AMV XLAB and Founder of Production Social, to get a flavour for what the afternoon has in store for guests.
LBB> Why has AI caught your eye?
DM> Well, we don’t have to look far to see the influence of machine learning, algorithms and bots. It’s everywhere, from making decisions on what you see on your social media feeds to helping diagnose cancer.
You can’t help but think how the very near future will look like in our industry, in the arts, music, culture… Are we creating a different form of life and if so how we are interacting with this new life? Are we redefining how we live, our sense of being and purpose, the way we work? What are the conversations we have to have before this near future happens so we can be prepared, act fairly and be well adjusted to this new reality? We don’t have answers at the moment, but excitement and fear. Humanity will be changed forever and we are in the driving seat to make it happen!
LBB> There's been a lot written and spoken about AI in the creative industries, but very little from a production perspective. Why do you think that is?
DM> There is a lot happening in this arena at the moment, but because it is so new, it is difficult for us to broadcast them in real time. We can see how designers and UX [User Experience] professionals are already thinking in “non-interfaces” or voice interfaces for voice intelligent applications, or how bots are challenging how we think of traditional design. We can also see different kinds of sub-disciplines rising, like verbal designers. Music is another area where machine learning is gradually conquering its space. Services like Jukedeck, music composed and adapted by machine learning, are changing the landscape of the music agencies.
LBB> And why should ‘makers’ care about AI? Can they afford to not to care?
DM> Every single industry will be touched by a form of AI. It’s already happening. I believe that everyone should care and get informed. Especially in the creative industry, the collaboration between machine learning and humans will be inevitable, but not necessarily bad. The bad reputation probably comes from a traditional way we think about what we do and how we interact with our work. Like I mentioned before, work and purpose will be redefined and in the best-case scenario we will be able to invest our time in what we really want and leave the heavy lifting to the machines. I’m an optimistic!
LBB> How will AI and machine learning change the role of the producer?
DM> Producers are not just enablers, “orchestra conductors”. Producers are highly skilled problem-solving individuals, curators that apply their package of skillsets to make things happen. I think in any period of time, even with automation and AI in the workforce, producers will be able to collaborate and create the best environment for humans and machines to create together.
LBB> What's the most exciting example of AI/machine learning that you've seen applied to the production process?
DM> IBM Watson is a very impressive platform that is currently helping business in different fields, from creative industries to health care, changing the way they work and see the future. They will be at Production Social speaking about the key trends that will shape the future of advertising and how the next five years will be more disruptive than the last 20.
LBB> What do you hope people will take away from the Production Social event?
DM> We always want to provide inspiration and drive passion. That little seed of excitement that can be transformed into something like a side project, a better way of working or simply enjoying seeing very smart people talking about their journeys and what they are doing. It is also a great way to meet people from different backgrounds and industries – we always try to bring people from music, arts, fashion, advertising, students and established professionals. It’s always fun!
