AI ‘once-in-a-generation force’ for creativity and business growth

I am not only a creative person to my marrow, but I am also afflicted with relentless optimism. Generative AI is a force that can power creativity and liberate our best thinkers – but only if we dignify the technology with humanity.

David Droga, chief executive of Accenture Song

All technology needs creativity to make it human, and all creativity needs technology to make it real.

For evidence of this, we can look at the clay paint used by the Unghango Clan to immortalise a kangaroo in the caves of Balanggarra 17,000 years ago. We can look to the Venetian glass blowers of the 13th century, who laid the foundations for modern astronomy, medicine, fashion, cinema, arts, optometry. We can even look to the very fibre we all rely on to read this piece online for examples of technologies’ extraordinary applications through the ages.

Technology as it is defined, is the application of scientific knowledge to the practical aims of human life.

From Gutenberg’s printing press, Niépce’s first photograph, to Tim Berners-Lee adding ‘www’s to our lives; each mind-meddling leap birthed is validated and given the oxygen to flourish by the shapers, makers and creators.

Assuming creativity and technology are enemies of each other is either lazy or shortsighted. In fact, even marginalising one or the other is a disservice to history and progress, as mastery and innovation live at the intersection of both. Technology makes the world go round, but creativity makes it worth living in. It’s a tantalising and necessary symbiotic union.

Of course, technology is opaque and mechanical without a human interface. Dignifying technology with creative ideas and craft expands canvases and creates opportunities that can change the world, or just merely enhance, delight, simplify and change your day.

Now I should have prefaced all this, by telling you I am not only a creative person to my marrow, but I am also afflicted with relentless optimism.

Which is why I don’t see generative AI routing creativity but rather it rewiring the creative process.

No question it will have a profound effect. But within the context of storytelling and marketing, it will simply remove the messy and mediocre middle. It will raise the bar and make best practices the norm, which in itself, creates the opportunity for the “next” and “fresh” practices that only imagination, audacity, irreverence, care and exploration can create. When everyone has the same access and tools, originality and emotion become necessary forward scouts.

Nearly every single chief marketing officer Accenture surveyed (99 per cent) said that AI will transform how they approach creativity and innovation, and that’s a good thing. It can help you get to the best ideas – and fall out of love with others – faster.

It will make the business of creativity more efficient and productive, shortening the distance between an idea and its real-world benefits.

And that’s one of the reasons why Accenture is investing $3bn in our AI and data practice to help our clients navigate this seismic transformation.

There is nothing that we do that won’t be affected or augmented by AI in some way – from the nature of craft, creativity, storytelling and strategy to the products, experiences and businesses we help build.

But the democratisation of a technology that offers more shortcuts, deeper access and unlimited options could also mean mediocrity in higher volume and at pace.

We can’t become so enamoured by its efficiency and abundant output that we lose sight of what we are really trying to do: keep our clients’ businesses relevant to customers.

We have a responsibility to never outsource originality, craft, curiosity or morality.

We believe that generative AI is a once-in-a-generation force that can power creativity and liberate our best thinkers.

The rewards for business go far beyond just the marketing narrative – every area of a business can be reinvented and reinvigorated with the alchemy of creativity and technology.

Technology will continue to change business whether we want it to or not.

The important thing is to be in the room – be a participant, not a spectator.

We need to see the value of using new technologies as a tool but keep our human fingerprints all over the things we create by injecting our originality, empathy, taste, governance and integrity.

However, as my good friend and colleague Nick Law says: “Let’s not be scared of machines becoming more human, but rather, of humans becoming more like machines.”

If we channel our energy and talents into preventing that, chances are we will do the right thing and arrive somewhere better.

David Droga is chief executive of Accenture Song.