Neil Davidson on generative AI and creativity

In this episode Neil Davidson shares what he is learning as part of his doctoral research on GenAI and creativity. In addition to his studies Neil is CEO of HeyHuman and a Founding Member of the MarketingKind community. When speaking about generative AI, Neil says, 'This is going to change at an individual level, a team level, an organisational level pretty much everything we do in time as creative agencies. It will change jobs, it will change processes and it will change revenue models.' His research includes investigating questions such as 'what defines creativity? How do you measure it? And how do you nurture it in organisations?'. Neil explores why there are a lot of talented and accomplished creatives who believe that generative AI threatens their identity. And we cover how AI is already changing the creative process. Neil shares 5 examples of where AI is going creatively: 1) Keyboard warriors who don't think AI will change their jobs (but remember this is the worst AI will ever be and it's only as good as its prompting) 2) Elite creatives who make AI part of their craft like Anton 3) Midjourney gurus like Sherry Horowitz, who is poet and fine artist moving into using AI in film 4) AI has the biggest effect on the least skilled - Carl doesn't have years of creative experience, but is using AI to create effective corporate comms films 5) John with decades of film editing experience believes he will likely receive 10% to 20% of the work in future and he will become the human finesse after AI has done most of the editing AI is already an effective thinking partner, adaptive author, futurist, creative augmentor, media architect, insights synthesizer, compressing time consuming tasks and content creator. And Neil leaves us with an important reminder... 'it won't be the AI that takes your job, it will be the creative using AI that takes your job.'