{"id":20764,"date":"2023-08-02T00:00:00","date_gmt":"2023-08-02T05:00:00","guid":{"rendered":"https:\/\/tomilli.com\/en\/generative-ai-a-new-phase-of-innovation\/"},"modified":"2026-02-25T14:17:55","modified_gmt":"2026-02-25T19:17:55","slug":"generative-ai-a-new-phase-of-innovation","status":"publish","type":"post","link":"https:\/\/tomilli.com\/en\/generative-ai-a-new-phase-of-innovation\/","title":{"rendered":"Generative AI: a new phase of innovation"},"content":{"rendered":"
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\u2018Transformational\u2019, \u2018augmenting\u2019, \u2018magical\u2019 \u2013 these are the words that were peppered throughout WPP\u2019s roundtable on generative AI. We asked what this technology means for the creative industries<\/span><\/p>\n

The application of advanced technology to human insight to deliver the best solutions to specific tasks \u2013 and do so rapidly \u2013 is what generative AI delivers. It is not a single system or algorithm. It is a combination of data, models and predictions that can deliver new creative outputs: images, video, text, audio and code. It is already used by WPP across numerous campaigns, largely to augment and accelerate the creative process \u2013 but it is always used in synch with human talent and insight.<\/p>\n<\/div>\n<\/div>\n<\/div>\n

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\u201cGenerative AI is an evolution of people working with machines to create content,\u201d said WPP\u2019s Stephan Pretorius. \u201cFor us, the magic occurs when you combine human insight \u2013 and cultural insight \u2013 with this ability to generate content with machines.\u201d It is the spark that occurs when humans and machines interact. \u201cThis is WPP\u2019s role. We apply these technologies, combine them with insight, and help our clients grow.\u201d<\/p>\n

What does AI offer that traditional man\/machine techniques do not? \u201cSpeed,\u201d said Microsoft\u2019s Matt Groshong. \u201cIt\u2019s the ability to accelerate and react to whatever\u2019s happening in the world today, and to deliver something exceptionally creative. It can also take you down a path that you had not yet thought of.\u201d<\/p>\n

WPP\u2019s Di Mayze concurred: \u201cGenerative AI rewards the user for being intellectually curious and articulate. It has the ability to surprise you.\u201d That is why creatives from across WPP have leant in and adapted to using these tools quickly and enthusiastically. It facilitates idea exploration.<\/p>\n

But it also gets ideas closer to execution faster. \u201cGenerative AI allows you to go from imagination to representation fast, and it allows more time spent on imagination and less on execution,\u201d said Pretorius. If the development of concepts \u2013 storyboards \u2013 is fast, creative teams can choose how best to put them into production quicker too.<\/p>\n

The historical data conundrum<\/strong><\/p>\n

As machines are clearly trained on historical data, how do you make sure they are trained on representative data that you can trust? WPP\u2019s Vicky Brown responded: \u201cFrom a legal perspective, there has to be transparency. You have to understand how vendors have built their tools and systems, and how they have trained their tools. Then, when you use those tools, you must think carefully about your inputs. Of course, you must then sense-check the outputs too; and you need to understand vendors\u2019 terms and conditions so that you know the use limits of your outputs.\u201d<\/p>\n

At WPP, ongoing, robust training has been in place since 2019 to ensure users of these tools think about the use of personal data, data privacy laws and confidentiality from the get-go. \u201cPrivacy laws require users to think carefully about the information that goes into the system. But these are not complex legal theories at play. It is about making sure that you input sensibly. And then, think carefully again about the output for intellectual property issues, ethical issues, taste and decency,\u201d said Brown.<\/p>\n

Clearly, legal and regulatory frameworks are playing catch-up with the technology itself, largely as a consequence of the speed with which generative AI is developing. \u201cThat is why we have to police ourselves,\u201d said Brown. \u201cWe have created our own set of guard-rails; we have our own policies for working with creative AI; and we have a security and privacy charter. We have to get the regulatory issues right on behalf of clients; and we also have to understand clients\u2019 risk appetites,\u201d said Brown.<\/p>\n

\u201cLet\u2019s not forget that the generative AI tools that are making the headlines are trained on all the content in the world,\u201d Pretorius reminded us. \u201cThere\u2019s a big question about content curation \u2013 it\u2019s a challenge. Increasingly you will see managed data sets for training purposes, particularly in relation to copyrighted material.\u201d<\/p>\n<\/div>\n<\/div>\n<\/div>\n

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A brand\u2019s perspective on responsibility<\/strong><\/p>\n

While there is clearly responsibility on the creative industries, their technology partners and their professional advisors to act both responsibly around inputs and thoughtfully around outputs, ASOS\u2019s Papinder Dosanjh says brands have a responsibility to monitor their systems too \u2013 to make sure the right alerts and checks are in place.<\/p>\n

Dosanjh leads the data science and machine learning teams at ASOS. This team builds the machine learning systems that power the online fashion retailer\u2019s digital experience. \u201cWe often monitor for drift in the data, which will change the outcome of the models,\u201d she said. \u201cThe way in which our models are performing day in, day out, minute by minute, is something that we check forensically. And we work with our legal and cyber security teams to make sure that the decisions we’re making are the right decisions for our customers.\u201d<\/p>\n

But there will always be conversations between WPP and its clients about risk and how to mitigate it. That is a natural part of the WPP\/client relationship. But it is more than that: shared insights in relation to risk will benefit the entire business landscape and, ultimately, across consumers too. Microsoft shares this view.<\/p>\n

Groshong said: \u201cWe have not kept our processes around responsible AI inside Microsoft. We have published them. And we have worked with WPP to help train its people. But this was not just about training WPP people, it was also for our benefit to enable us to learn and listen. The basis for our responsible AI programme is principles, practices, tools and governance \u2013 all four elements have to be in place.\u201d<\/p>\n

Dosanjh concurred: \u201cTransparency and education in our business is very important. We have to be able to make decisions explainable at every level. And complex systems and models make that very hard to do; but we make sure that, even with a deep learning system, we can do that.\u201d<\/p>\n

Advanced tech requires talent<\/strong><\/p>\n

Much of the progress we are seeing in the commercial application of generative AI comes about through relationships and trust. But there is also a need for the type of talent that can grasp this new normal. \u201cYou can’t work with these technologies at enterprise level if you don’t have people who can understand these technologies at a very sophisticated level,\u201d said Pretorius.<\/p>\n

\u201cWe\u2019ve invested not only in training our people at WPP, but we\u2019ve also acquired a company with primary AI research capabilities \u2013 Satalia. These are key capabilities for companies to develop if they are going to work in these areas. This is not to minimise the skillsets of creative people \u2013 you just need these additional skills too.\u201d<\/p>\n

It is the thirst for talent that is driving the ecosystem approach \u2013 no single company can build the future of AI. And thankfully, this collaborative approach may well ease concerns around AI-generated code \u2013 hard to spot and probably best kept for lower risk functions. How much AI-generated code will be open source is yet to be seen \u2013 but there has been a trend in this direction.<\/p>\n

Where on the curve of adoption are we?<\/strong><\/p>\n

\u201cThis phenomenon is really capturing people\u2019s imagination. There is a sense of wonder,\u201d said Pretorius. Mayze concurred: \u201cIf you think about humans being enhanced by AI, and then add creative thinking, we are going to continue to be surprised and delighted by generative AI. Using this technology will enable us to see things totally differently.\u201d<\/p>\n

Groshong added: \u201cAI is becoming fundamental to the tools, platforms and capability that we are releasing. Our mission to help people achieve more. AI is leading that ambition.\u201d<\/p>\n

What is more, over time, generative AI will not be limited to enhancing the creative process, it will also increasingly enhance business processes and utility. Ultimately, it will be about empowerment.<\/p>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

\u2018Transformational\u2019, \u2018augmenting\u2019, \u2018magical\u2019 \u2013 these are the words that were peppered throughout WPP\u2019s roundtable on generative AI. We asked what this technology means for the creative industries The application of advanced technology to human insight to deliver the best solutions to specific tasks \u2013 and do so rapidly \u2013 is what generative AI delivers. It<\/p>\n","protected":false},"author":1,"featured_media":16806,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[460],"tags":[],"class_list":{"0":"post-20764","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-advertising-trends"},"yoast_head":"\nGenerative AI: a new phase of innovation - Tomilli<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tomilli.com\/en\/generative-ai-a-new-phase-of-innovation\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Generative AI: a new phase of innovation - Tomilli\" \/>\n<meta property=\"og:description\" content=\"\u2018Transformational\u2019, \u2018augmenting\u2019, \u2018magical\u2019 \u2013 these are the words that were peppered throughout WPP\u2019s roundtable on generative AI. 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