Gaby Pearl, designer of Google Deepmind, for example, spoke about the importance of artificial intelligence bringing diversity and preventing abuse
As expected, the first day of lectures at D&AD 2024 had artificial intelligence among the main topics. In a provocative tone, strategist Priya Prakash called on the audience to ask three basic questions about how to use AI in her presentation ‘Uniting natural and artificial intelligence in advertising: how to win in conditions of uncertainty’.
The first of these is Why? (why use it?); followed by Play seriously and How to adapt? (how to adapt). For her, the statement that the future of advertising is AI is nothing more than nonsense. In her view, humans know how to make things work and will coexist with artificial intelligence, which fundamentally depends on people. “With AI, we can customize communication, but the technology depends on people to receive the briefing. You need to understand how to power ChatGPT, for example, and be curious,” she said.
Pryia highlighted that creatives need to take care of business and technology must be used to achieve this. “The ingredients are: technology, business, culture and governance.” She also highlighted that the use of AI must be accompanied by responsibility. “In addition to using the tools, we have to think about their impact on nature.”
In the ‘Imaginations of AI’ panel, designer and creative director Alexa Sirbu, from XK Studio, highlighted that the company’s objective is to focus on the value that technology brings to changing processes, making them more interesting and efficient. “We are very interested in showing how the technology works. We are artists, we can focus on the value it brings,” she emphasized.
Gaby Pearl, designer at Google Deepmind, also shared insights on the same panel. “We believe that collaboration between humans and AI can have great results. And it’s really important that people find value in that.” She also drew attention to the responsibility when using the tool. “We cannot abuse its use and we need to train the technology to bring diversity and different points of view”, concluded Gaby.
