Can AI optimise the creative process?

December 06, 2019
datasine

Talk of artificial intelligence (AI) “taking over the world” is rife in business right now. Set to reach a global spend of $57.6bn in 2021, according to IDC, the technology expected to cause mass disruption to industries such as manufacturing, healthcare and marketing. 

“Creativity isn’t something that we can code or teach a machine today”

However, the creative sector seems to have so far been insulated from the “AI invasion”. After all, it seems far fetched that a machine could understand the concepts which we consider to make up creativity – beauty or humour, for example. Creativity isn’t something that we can code or teach a machine today. It’s intuitive, spontaneous and requires imagination. Many would argue it’s connected to consciousness, something which can’t be programmed no matter how smart AI gets. But that’s not to say that AI doesn’t have a role to play when it comes to creativity

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Machines today can’t be coded to be ‘creative’, but that doesn’t mean they don’t have a role to play in creativity

AI’s role in creativity

In business, creativity doesn’t exclusively require creative “right brain” thinking. It also requires the classic, more analytical, “left brain” principles to understand performance data – data which can ultimately aid the creative process. For example, if you’ve just concluded from a campaign report that the colour red performs better than blue then you can relay that back to your creative team so they can produce more performant ads based on data.

“It’s simply not practical to expect humans to spend huge amounts of time gathering and understanding this data”

However helpful this data is for creativity, sometimes there’s just too much to process! It can take thousands and thousands of A/B tests to find out what features and combinations of features are the most high performing in your ad visuals. The same goes for copy, or any other elements within ads. It’s simply not practical to expect humans to spend huge amounts of time gathering and understanding this data.

But an AI system trained to gather and analyse data can do so in a fraction of the time a human can, scaling this process enormously while saving money and resources. And it can feed back the results of all of these hundreds, even thousands, of campaigns to the creative team in real time. So when it comes to optimising ad creatives, AI may just be a Creative Director’s best friend.

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Content data comes from all elements within an ad: The copy, the images, the colours

Datasine Connect

Datasine Connect is an AI tool that allows the creative team to optimise their creative process by taking care of all the “left brain” stuff. Connect analyses Facebook Ads historical performance data to understand the features that a company’s specific audience finds most engaging in their creatives, then uses this to rank and rate the creatives they upload accordingly while offering insight into which elements are causing the engagement to increase or decrease. That way, creative teams know exactly what features are going to be high performing, without having to conduct lengthy tests and analyse vast swathes of data. 

Below is an example of Connect in action:

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Datasine Connect in action

Using Connect AI’s findings, creative teams can couple their creative instincts with data-driven insights, creating ads that are not only highly-appealing and eye-catching, but also drive performance

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