Grey, the best option to dress the new (and technological) advertising "fashion"
Posted: Tue Jan 07, 2025 7:24 am
For a few years now, artificial intelligence and machine learning have captured much of the attention and conversation of society in general and the advertising industry in particular.
And although its potential is enormous when it comes to making life easier for citizens, the truth is that it has also raised doubts about the future of employment in many sectors or about the possibility of these machines becoming little less than a “terminator”.
That is why Chacho Puebla, partner and chief creative officer of LOLA MullenLowe Spain, wanted to address this issue at El Ojo de Iberoamérica 2017 with the presentation “Neither very very nor so so. A couple of thoughts on the death of black and white or the decline of determinism”.
But rather than giving answers to what will happen in the sector with the full integration ukraine phone number of technology, he has reflected and shared some thoughts and experiences related to this area.
“When I thought about artificial intelligence, I thought about machines, robots, something that is going to kill us all, but as I became more exposed to it, I realized that it is an opportunity we have to understand a new species that we created. And that is fascinating,” says Puebla.
And it highlights the very different way in which the advertising world sees AI from that of engineers. While the former paint a rather apocalyptic picture of the future, the latter see a still uncertain but entirely positive panorama.
The automation of work has been much talked about in the industry. In this regard, Puebla says jokingly: “If your job cannot be automated, you are out of luck. If it can be automated, whether in the short, medium or long term, you are in trouble.”
He also discussed the concept of “replication crisis”, a situation that is experienced in the scientific and research community but which, for Puebla, can be extrapolated to the creative world.
According to a study in Nature magazine, most scientists are unable to replicate their colleagues' experiments, but neither are they able to replicate their own.
This means that the exposure that creatives have today, the speed of production does not allow ideas to evolve. “And that is a problem for everyone and one that we all have to solve.”
And he adds: “Nobody told us it was going to be easy, evolving hurts. But even though this is happening, it is not going to happen now, we need calm. When the canons begin to run out, what the system does is look to the periphery because the canon is a convention. As we are in exponential growth, you don’t know how it will happen, only that it will happen and if it catches us at the wrong time we are finished. We have to expose ourselves more to the context, go out and do more.”
And although its potential is enormous when it comes to making life easier for citizens, the truth is that it has also raised doubts about the future of employment in many sectors or about the possibility of these machines becoming little less than a “terminator”.
That is why Chacho Puebla, partner and chief creative officer of LOLA MullenLowe Spain, wanted to address this issue at El Ojo de Iberoamérica 2017 with the presentation “Neither very very nor so so. A couple of thoughts on the death of black and white or the decline of determinism”.
But rather than giving answers to what will happen in the sector with the full integration ukraine phone number of technology, he has reflected and shared some thoughts and experiences related to this area.
“When I thought about artificial intelligence, I thought about machines, robots, something that is going to kill us all, but as I became more exposed to it, I realized that it is an opportunity we have to understand a new species that we created. And that is fascinating,” says Puebla.
And it highlights the very different way in which the advertising world sees AI from that of engineers. While the former paint a rather apocalyptic picture of the future, the latter see a still uncertain but entirely positive panorama.
The automation of work has been much talked about in the industry. In this regard, Puebla says jokingly: “If your job cannot be automated, you are out of luck. If it can be automated, whether in the short, medium or long term, you are in trouble.”
He also discussed the concept of “replication crisis”, a situation that is experienced in the scientific and research community but which, for Puebla, can be extrapolated to the creative world.
According to a study in Nature magazine, most scientists are unable to replicate their colleagues' experiments, but neither are they able to replicate their own.
This means that the exposure that creatives have today, the speed of production does not allow ideas to evolve. “And that is a problem for everyone and one that we all have to solve.”
And he adds: “Nobody told us it was going to be easy, evolving hurts. But even though this is happening, it is not going to happen now, we need calm. When the canons begin to run out, what the system does is look to the periphery because the canon is a convention. As we are in exponential growth, you don’t know how it will happen, only that it will happen and if it catches us at the wrong time we are finished. We have to expose ourselves more to the context, go out and do more.”