Is it possible to measure creativity with data? How to measure the contribution of the creative aspect within a campaign?
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Although old, this debate may never reach a consensus. This is because it comes up against another even bigger one: that of the dichotomy between exact sciences and creative art.
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If they ask you if Can Artificial Intelligence be creative, you will probably answer no; “A.I. is unable to contemplate the nuances of human subjectivity”, it is likely to justify.
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The idea is not to philosophize about this topic, but to leave a provocation: even if A.I. is unable to create like a human being, it would be able to identify our creative patterns and determine response trends to a particular work — be it artistic or, simply, a piece of media campaign?
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That's what Deborah Folloni, from Vidmob, and Daniel Guinezi, CEO of Uncover, investigate the first episode of Marketing Measurement Talks, the Uncover podcast.
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Although they agree that the debate between the possibilities of A.I. and human creativity will always be long and guided by various questions that are beyond the purview of Marketing and Media scholars, Daniel and Deborah believe that, fortunately, we are getting closer to incorporating Creative data in Marketing Mix Modeling.
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That is, in the near future, the creative efficiency of campaigns may have a “score” - and this will be included in HMM.
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The approximation between A.I. and creativity will make the artistic work valued (which in general accounts for half the efficiency of a campaign) much fairer, evolving the way we think about advertising.
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The episode is not to be missed. Also listen on Spotify!
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Are you interested in learning more about Marketing Mix Modeling and media optimization?
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