Makati-based independent advertising agency The Huddle Room, in collaboration with the University of the Philippines (UP) College of Mass Communication (CMC), held on October 26 this year’s Creative Conversations or CreaCon at the UP CMC Auditorium.

The forum brought together creative and tech leaders to explore the intersection of artificial intelligence (AI) and creative processes. They are ShareIt Country Director Ghay Mondejar-Saputil, tech startup Chief Marketing Officer Vandy Pesarillo, and University of Asia and the Pacific School of Media and Marketing Professor Robert Cortes.

Mondejar-Saputil delved into the concept of data-driven creativity, exploring its key aspects including audience insights, personalized approaches, marketing optimization, collaborative creative processes, and the generation of creative content. “It’s really about harnessing the power of information so you could fuel innovation, ignite imagination, and bringing to life your ideas,” she explained.

“There really is a benefit in using the tools… It’s like you’re able to amplify the ability of one man by billions. Whereas before, you’re only relying on the knowledge of maybe one, two, three, four, or five persons, you can now tap on the knowledge of hundreds of thousands of people,” Mondejar-Saputil said in a mix of English and Filipino.

“Before, you would have to search for that [data]. Like really understand your audience. Now, it’s really available to you. But in the future, [perhaps] the machine just determines who is the right audience for your product or for your service.”

She also provided a brief history of AI, dating back to the 1940s. She underscored that AI is not a recent development, contrary to popular belief.

Pesarillo emphasized the collaborative nature of human-AI partnerships in creative endeavors. Pesarillo encouraged attendees to view AI as a ‘brainstorming buddy.’

“Think of human-AI collaboration as a dynamic duet, where humans and AI join forces to create something extraordinary. This collaboration is not just a luxury; it’s a necessity for staying competitive,” he said.

Pesarillo highlighted that the collaboration between humans and AI plays a significant role in amplifying creativity and ideation. He pointed out that this partnership not only boosts efficiency and productivity but also offers unparalleled access to extensive datasets and resources.

“AI can suggest fresh ideas for a marketing campaign. AI streamlines photo manipulation, storyboarding, and video editing, saving hours and allowing more time for creative polishing. AI unlocks the treasure trove of the internet for writers,” he said.

“The dawn of human-AI synergy is here. It’s just beginning. It’s in its infancy. And, I want everyone to actually be part of this revolution,” he added.

Cortes, on the other hand, spoke about ethics and transparency in AI-driven advertising.

He also talked about AI’s role in easing human tasks. “Because of AI, we human beings can get to the more important things that human beings should do. And that’s being creative, being loving, being responsible.”

“AI has really made life easier for us. But also, we know—we are realistic—that not all are positive effects. Moreover, we don’t know what these effects are. Not all, at least. And so, we watch and see and we reflect and we assess and we choose, and we act. This is, I suggest, the kind of deep ethics we need to practice as we consider AI in our daily lives,” Cortes added.

UP CMC Dean Fernando Paragas reflected on the impact of AI on knowledge creation. “While AI is not new, its generative modality appears to contest our own capacity to create art and text, synthesize information, and perhaps discover new phenomena,” he noted.

Joining the speakers were UP Department of Broadcast Communication Chair Alwin Aguirre and The Huddle Room Executive Creative Director Ryan Rubillar who served as panelists. — with Jan Matthew Domingo

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