Creatives have long enjoyed the comfort that a machine is unlikely to provide a substitute for their work. However, new AI-fuelled solutions are beginning to apply data science to the creative process, raising the question of just how creative can a machine be and are they a threat to traditional creative roles?
“Machine learning and artificial intelligence is rapidly transforming marketing and advertising – and it’s a good thing,” said Rahul Pandey, CEO and co-founder of Bonzai – a creative management platform offering data driven experiences.
“The more we can leverage AI and machine learning to to provide insights, perform the repetitive tasks involved in production and optimisation – that thing we know we should be doing but don’t often have time – the more time our creative storytellers can dedicate to crafting better and more personalised experiences,” Pandey told Which-50.
Pandey argues leveraging data and machine learning to automate some creative tasks through a platform won’t spell the end for designers “anytime soon”, but will cut down mundane tasks and open up the creative process to others.
“We see the role of a platform as an empowering one, to help the creator bring an idea to life, to aid both efficiency of build and effectiveness of the creative.”
For now the role of creative management platforms like Bonzai is to remove the drudgery of content creation and alteration, often a time consuming process when content is delivered across a multitude of channels, according to Pandey.
When content changes are seamless it leaves more time for marketers and advertisers to craft more personal experiences, Pandey said, presenting a counter argument to the theory AI fuelled creative will produce homogenous messaging.
“Ultimately this means brands will be more able to connect and engage with their audiences in real-time. After all, who wants to see something they’re not interested in,” Pandey said.
The Bonzai platform
Bonzai’s creative management platform claims to offer a simplified, analytics driven design interface. According to Pandey, “[The] platform empowers marketers to create highly personalised experiences.”
The platform supports standard programmatic formats and integrates with customers preferred media supply chain and vendors, according to Pandey. Potentially allowing content that can adapt to formats as required.
That capability is amplified by the products real time analytics capabilities, according to Pandey.
“Bonzai’s location-based programmatic capability means ads can be highly targeted based on a mobile user’s location. For instance, a car brand can direct a prospective customer to their nearest showroom, based on their location.”
According to the Bozai chief, the product is also a response to one of the main challenges around creating cross channel creative – content that works across devices, especially mobile.
“Bonzai was been designed as a mobile first platform, so clients have always had access to mobile specific features, like tap to call, or location mapping to better speak to the audience when they’re on the move,” Pandey said.
The formats Bonzai uses are designed with cross-device support in mind, allowing marketers to follow customers across an increasingly fragmented journey, according to Padney.
The AI powering the platform means it is possible for content to update in real time to suit different factors like audience, device, and even environmental factors like geography and weather, according to Pandey. It means marketers “suddenly have a lot of capability to run cross device”.