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SXSW / We are too messy for AI

by James Needham

More vacuum than visionary

AI will never be able to rival the depth of human creativity says the inimitable Black Mirror creator, Charlie Brooker.

“It’s just emulating something. It’s Hoovered up every description of every Black Mirror episode…and it’s just sort of vomiting that back at me. It’s pretending to be something it isn’t capable of being.”

AI is a very powerful force that’s here to stay, but its inability to think outside of established frameworks makes it a tool for creative people, not a replacement.

“I can’t quite see it replacing messy people.”

While AI today exists as a type of “conversational Google”, the fuzzy line between collaboration and control will continue to blur just like a dystopic Black Mirror episode.

When I asked Chat GPT its thoughts, it was quick to acquiesce, citing the ethical, legal, and philosophical challenges in shaping the creative process. I have to agree.

*Note: this article was written by AI

Have a question for James?

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We are too messy for AI

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James Needham

→ Over 20 years experience across APAC and the UK helping redefine some of the world’s most iconic and effective brands, and leading complex research and segmentation projects from Budget Direct, Big4, Crime Stoppers, RACV and CommBank.