As a former creative copywriter, I would love it if AI stays as far aways from advertising as possible. While this might seem great on paper, digital interfaces are still struggling to accurately translate simple sentences from one language to another, let alone write a whole creative copy. We are so far away and honestly I am not sure if I want us to go there. Advertising is all about genuine and deep understanding of consumers’ culture, mindset, and behavior. Good copywriters are those capable of immersing themselves in the inspiring and magical complexities of the human mind. I am very skeptical if we will ever reach a day when machines can do this with the same level of creativity. And if this happens, then as a client I would just buy me one of these machines and say my goodbyes to advertising agencies.
Thank you for a very well written article. I do not think that engagement in this case is influenced only by civic duty and/or financial compensation only, I’d argue that personal branding and publicity are probably the main motivators. It is exactly like in the fields of advertising and architecture. Young talents apply to all sorts of international competitions to get their name out there and gain credibility. Winning such competitions increases their chances of getting into a more prestigious firm/studio, or charge clients a premium if they are freelancing. No one cares about idea theft as long as their idea is publicly attributed to them by a legitimate organization/entity/platform.
The risk you raise of the conflict between internal and external open innovation is very valid. I think It is up to L’Oreal to let external parties affect the healthy culture of innovation that they have, or use this conflict as an opportunity to foster more creativity from within. There are definitely ways they could change the structure around in order to reach healthy dynamics between the two parties. Winners of the NEXT challenge could be the ones leading a team that works with the external consultants/startups/think tanks to launch the next new innovation for an example.
Great article, Jane. With regards to talent acquisition, I do not think that this should be an issue as long as they keep innovating new equipment that can keep up or be ahead of other technology enabled agriculture equipment in the market. The risk of farmers churning, however, is more concerning in my opinion. John Deere must find a way to maintain the learning curve from the data they collect, translated into higher yield rate YoY for their farmers. I would be interested also to see if they can apply these learnings in non-farming intensive geographies, and if it is possible to use the data to grow certain crops in inadequate soil/climates.
Thank you very much Alexander for this article, I have always been fascinated by submarines and how they operate. You raise very interesting questions and I see the value additive manufacturing could add to optimize the process for troubleshooting and maintenance. I am assuming that this could only be used to print/construct relatively small parts given how limited the space in a submarine is (or at least I’d imagine to be). I wonder how big are the parts that usually require replacement or their malfunction would cause downtime. Also, while this technology could save a lot of time and effort, if its rate of utilization is low then we need to take into consideration the intangible cost of machine and marine idle time.
Thank you for a very interesting read. There is definitely an upward trend for using 3D printing in the clothing Industry in general. A number of high-end fashion designers have created recently fashion shows with 3D printed garments. While I do not think we could reach 100% 3D printed footwear in the short or medium term, I see number of reasons for 3D printing to be pick up quickly including:
– Cost efficiency; for both manufacturers and consumers
– Sustainability; by using recycled materials and lower production waste
– Customization; this will be a very appealing to the segment that wouldn’t mind paying a price premium to design their own shoe