I struggle to understand how AI in creative development would actually work. For example, would AI be capable of proposing that we use a visual with people that are homogeneous vs. diverse without actually being provided those as options? I am curious if we have attained this technology.
I think management and selection of creative assets produced by humans is much more manageable task efficiently done by AI. Presuming appropriate training of the algorithm, we can attain consistency in decision making and hopefully a reduction in personal bias. For example, predicting which of the given visuals will do better in a certain geography seems well within the realm of what AI can help us do.
Lastly, can we count on AI to make those drastic changes such as those that we have seen in the Dove campaign or is there something uniquely human about the same?
Our direction in identification sounds exciting, especially as we think about how frictionless systems like facial recognition can be but I think there are consumer concerns that don’t receive sufficient attention.
For example, on a recent Jet Blue flight, we boarded the plane using facial recognition instead of our boarding pass. This raised a concern for me, because I had no clue Jet Blue had a database with my photo (or a partnership with some company that has my photo)! Further, am I comfortable as a consumer having an airline keep information that can potentially be used to steal my identity if facial recognition is widely adopted? I don’t think I am.
Further, I don’t know if we think enough about what happens when identities are stolen. We do our best to stop it, but what does someone whose identity has been stolen actually do. For example, changing passwords is easy, but if your password is your face, changing your face might be much more difficult and reigning in fraud might become increasingly difficult.