“AI is raising the floor for everyone, but it's still human ingenuity and creativity that is going to vault the ceiling,” said Dara Treseder, chief marketing and commercial officer for Autodesk, which builds software for 3D design, engineering, and entertainment, and sponsored the event. It’s up to users to know when they should and shouldn’t use the technology, she said. “Our customers are not starting with an existing process and just layering AI on top of it, but instead they're being very thoughtful about ‘what is the outcome I want to accomplish, and how do I redesign what the process should be with the new tools and technology I have available?’”
“We're the ones that determine what things mean, we read things, we write things, we're the ones doing the communication. So, the question is how much control you get” he said. “The current AI systems aren't controllable, which means they're not very good at allowing people to express what they want to do, what they want to say.” That creates more friction than benefit in the creative process, he said.
Greenfield noted that in the age of AI, she believes that authenticity is “being valued more than ever.”
TIME100 Talks: Creativity at Machine Speed: Keeping Brands Human in the Age of AI was presented by Autodesk.
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