David Shing: “Creative that’s led by data can be emotional”

[Music] hi I'm David Ching I'm a Welles digital prophet I spend my time looking at trends and trying to steal them down for the industry for brands and for agencies creating that's led by data can be emotional if it's done well and what I mean by that is if 75% of purchase decisions are made emotionally we've already got that on our side then how do you make data infer that decision it's done and it doesn't have to be decision I think the best example of that is a Rembrandt brought to you by IMG direct the bank they invest a lot of dutch art and they created this painting that what would have been the painting that for M Bronk did if he was still alive well the next painting he would have done by now analyzing all this data they created what's potentially his work would have looked like now a lot of that was human curated as well as data but I think it's a really good example where that works yes I fundamentally believe that more and more because you have access to data you should be creating better creativity because of it and the biggest issue for that is insight can you not just look at the noise of data but look to the data for an insight which is a head tilt what's the head tilt to say oh that's interesting I wasn't thinking about that what can I do about that creatively so it doesn't have to be dated driven it could be David led creative I think too much data can definitely be counterproductive in terms of if you overanalyze the data too much you may end up with something that feels quite sterilized part of that today is as you wander around the landscape of you know your screens a lot of these ad formats follow you and that's behavioral retargeting that's okay so a lot of times I may want to opt out it because I purchased the product so at the moment we have data that's sort of indexing the creative but we also need the format to also catch up with with where the data can be inferred because otherwise it looks too predictable and then you know then we become cynical about the formats and that's not fair because we've spent all this time in the industry creating these formats we should be doing a much better job of trying to make sure that they've seen fresh artificial intelligence is currently a topic that's very popular for a couple of reasons and so it should because the truth is if you do it right you move away from machine learning which is what people think it should be so you start with a little bit of information you grow your knowledge base out and then that's you know that starts to become relevant but it doesn't because people will see through it you have to invert it and you need to give people a wide broad context bring them into narrow caster into absolutely what are they looking for and then you hand it off to the humans the challenge is you have to do that hard work problem is that we we don't flex that muscle enough anymore we expect the machine to do the hard work for us but you've got to do all the hard work first so your job can be lied to in terms of better engagement it has to be inverted now I also think that artificial intelligence designed to do things and update things in real time it's a beautiful way of sort of meeting people at a moment that they need to be met so conditions and price changing using AI is a great example of that so I don't see it as a replacement model to the humans it's another tool but you to get the best out of it you have to work a lot harder for it to for it to leverage correctly not the other way around because otherwise just machine learning means that at some point in time you can very quickly understand it feels like a machine and you're out and you may not go back and engage with that brand again but if you go around the other way which is wow this has given me immediate context and by the way I'm now connected to this person in a much deeper more relevant way because of the information that's where artificial intelligence just becomes intelligent from my perspective in terms of engaging in some of these newer technologies there are a couple things at the forefront of my mind that I find intriguing if we're going to go to the world of autonomous driving singular autonomous driving meaning my car drives me we already do planes we read it in buses and trains the idea of transport for singular families etcetera it means that screen time won't be on your phone screen time will be on a amazing immersive screen inside a car so if I look down the barrel of where I think it's headed there's beautiful liquid style and mersive screens aren't for your living room before your car and that becomes a better way to sort of think about what that information architecture is so you've got two things going on you've got this incredibly different format than I've ever seen or experienced afore not iterations on cinema the iterations on the way we collect information to seismic screens some miniature screens and how those two interplay is probably the most exciting thing for me at the moment it's less about iterations on five-inch four inch three inch and it's less iterations on 72 inch 1640 image it's for me it's about these immersive screens connecting these smaller screens and in fact take away the screen and you've got these transparent invisible interfaces so if all these connectedness is creating convenience what am I going to do with that spare time and that's when it comes back down to where how am I going to engage with people and how am I going to engage with brands because I care and consuming and how do I just engage in society when I have less time because there's all these things doing things that are more efficient for me yeah they're the sort of things I'm thinking about anyway [Laughter]