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Between genius and major stupidity

AI is not news, but, what SXSW focused a lot on this year, is the analytical world and its relation to the creative one, and how it causes everything we do to evolve.

That idea you just had could be either fantastic or absolutely absurd, and there isn’t the slightest chance in affirming anything, unless it has a little support from SXSW’s shining star, Artificial Intelligence.

As a matter of fact, AI isn’t news to anyone, but what SXSW focused a lot on this year is the analytical world and its relation to the creative one, and how it causes everything we do to evolve. In her presentation, Jenna Niven, creative director at R/GA, talked about this hairy place, where we’re caught between failure and the glory of an idea.

Her slides, which changed at the speed of her thoughts, talked about how creativity can be enhanced by artificial intelligence, which, through countless examples, will anticipate the creative process if it’s the best option on the table.

Jenna suggests that we should work in tandem with AI, meaning that while artificial intelligence processes and validates massive information, mere mortals like us can add that to our emotions to create something truly unique that will really connect people.

In closing, she recommended that we should use AI to help us better understand the immense volume of available data and also to validate our ideas, making them better. If creativity really is intelligence having a some fun, imagine what a party it’ll be when we combine it all with artificial intelligence.

*This article was originally published in Meio & Mensagem on March 13, 2018

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