The Cognitive Creativity Playbook

How intelligent systems will impact the evaluation, interaction, and generation of creative marketing.
Customer Experience

Machines have taken over manufacturing jobs, customer service jobs, even formerly high-touch financial jobs. Is creativity exempt?

Intelligent systems may not be able to replace creative roles. But creatives who play well with AI certainly may have an advantage. This combination of machine- and human-driven creation is called cognitive creativity.

This paper analyzes three facets of creative and marketing jobs today — evaluation, interaction, and generation — and explores how they might be impacted by AI and indeed improved by cognitive creativity.

Read on for our analysis, as well as recommendations for how marketing teams today can plan for the exponential growth of AI in all industries.

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