Insights

Can AI Really Enhance Human Creativity? The Answer Is Yes.

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Gayathri KannanDecember 15, 2020
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Journalism, beer brewing and perfumery. What do all these industries have in common? They’re all being empowered by AI! 

In this blog, we list five ways AI is changing the game in creative industries, helping save time and create better products and strategies.

1. AI in perfumery

If you thought your perfume was created by a master adept at the age-old art of blending fragrances, then think again.

German fragrance house Symrise partnered with IBM Research to develop Philyra, its very own AI-perfumer. Philyra uses machine learning to sift through thousands of data points including fragrance formulas, sales performance and industry trends to suggest novel ingredient combinations. Egeo ON Me and Egeo ON You are scents created by Philyra for Brazilian brand O Boticário’s millennial customers. 

By accelerating Symrise’s creative process, Philyra frees up valuable time for perfumers who can make minor tweaks to perfect new formulas instead of spending months researching combinations. Although AI has time-saving benefits, it cannot sense emotions linked to scents and so true value lies in machine-human synergy.

2. AI in brewing

IntelligentX is a startup that sells AI-brewed craft beer. It was created by machine learning company Intelligent Layer and creative agency 10x

The company collects customer feedback through a series of simple questions and feeds it into its proprietary AI algorithm called Automated Brewing Intelligence (ABI)

The result? Better and faster insights that fuel product development. This translates into a constantly evolving beer that caters to changing consumer preferences, a win-win for both the company and its customers. 

Crowdsourcing feedback using AI helps IntelligentX reduce expenditure on market research and advertising. But that’s not all. Using the IKEA effect where consumers place a higher value on products they’ve helped create, the firm enhances customer satisfaction and loyalty.

Will using AI become standard practice in all types of market research? We’ll have to wait and watch.

3. AI in fashion

AI and fashion might seem like chalk and cheese. After all, what can a machine know about styles, cuts and silhouettes? But it turns out, both work quite well together.

Algorithmic Couture β is a project that pushes the envelope when it comes to sustainability in fashion. Using information from 3D body scans, the machine learning algorithm develops optimised patterns with rectangles and straight lines, reducing fabric wastage to nil.

For Synflux, the fashion lab behind this project, this generates improved efficiency with reduced costs. It also shows AI can help the fashion industry develop more sustainable models that generate zero waste.

4. AI in music

AI is not only influencing the way we listen to music but the songs that are produced too.

Songwriter and composer Alex da Kid used IBM’s Watson AI suite to create his debut single. Here’s how it happened. The Watson Tone Analyzer processed large amounts of data spanning previous billboard hits, newspaper articles and speeches to understand the emotional inclination of listeners. Based on the insights generated, Alex chose to write his song on heartbreak.

Using Watson Beat, IBM’s cognitive technology that understands song theory, Alex explored different musical elements and chose the ones that inspired him the most. Not Easy, the song born out of human-AI creativity was a big success with tens of thousands of downloads in the first week alone!

By providing a refined understanding of collective consumer preferences and precise market demand insights, AI is helping reduce the risks associated with new song releases.

5. AI in publishing

Providing useful, engaging and personalised content to consumers is crucial for marketing success and AI-publishers are kicking it up several notches. 

Heliograf, Washington Post’s AI technology automatically generates and publishes content based on the topics of interest and geographical locations of its audience. During the 2016 US elections, it created over 500 articles drawing thousands of clicks. To put this in perspective, the Post did less than a quarter of this during the 2012 elections when working manually.

AI allows journalists to focus on stories that require human involvement, leaving the rest to technology, expanding the agency’s coverage and moving the needle on accuracy. It also offers value to different audience segments by providing more relevant content and thus, a better customer experience.

What the future holds

When AI works in tandem with human intelligence it can unlock untapped opportunities for businesses. AI-human collaboration has the ability to spark the next wave of innovation by facilitating and advancing human creativity. 

AI is also self-learning which means it gets smarter with increased access to data and usage. In a nutshell, the scope of AI is continuously evolving, suggesting steady growth in business value with time.