Last month, Insights@Questrom Live and the Susilo Institute for Ethics in the Global Economy webinar series welcomed Jeff Goodby, Co-Chair of Goodby Silverstein and Partners to answer the question, ‘is creativity in advertising dead in the age of AI?’ The webinar discussed artificial intelligence and its growth in recent years. With the growing use of artificial intelligence, Jeff discussed the fears associated with creativity in advertising with Kathy Kiely, President of the Ad Club, Dokyun (DK) Lee, Kelli Questrom, Associate Professor, Information Systems, and David Epstein, Executive Director of the Susilo Institute for Ethics in the Global Economy, and Ahmass Fakahany Visiting Professor in Global Leadership.
An award-winning advertiser with an induction into the advertising hall of fame, Jeff believes that AI will be used to control and create content and will inspire users to become better advertisers. In the advertising world, there has been debate over whether AI is a useful tool or if these systems will ultimately replace humans. As the internet has developed, advertising has shifted from traditional commercial and magazine advertising to individual targeting, resulting in a significant change in the advertising landscape. A discussion was held between the experts concerning the possibilities presented by artificial intelligence and how it can be prevented from being used unethically.
In spite of predictions, Jeff believes creative people won’t be completely replaced, rather technology will assist the content creation process, allowing access to more information.