1、IPSOS VIEWS Dr.Diana LivadicMISFITS AND THE MACHINEWhy AI alone cant crack creative effectiveness 0202018201720192020202120222023202440608010047585056505572653320Adoption of AIUse of generative AIFigure 1:Organisations that have adopted AI in at least 1 business function*,%of respondents*In 2017,the

2、 definition of AI adoption was using AI in a core part of the organisations business or at scale.In 2018 and 2019,the definition was embedding at least 1 AI capability in business processes or products.Since 2020,the definition has been that the organisation has adopted AI in at least 1 function.Pro

3、ductivity gains vs.effectiveness risks We are in the midst of a transformation,with a dramatic increase in the adoption of AI over the past year,after years of little meaningful change.This boost in AI-adoption is driven by Generative AI(Gen AI),which can create content that would previously have be

4、en unique to human intelligence and creativity:text,video,audio,pictures every digital medium can now be powered by Gen AI1.While earlier versions of AI were used for more analytical applications,such as predictive analytics,image and speech recognition to complete specific tasks faster,we can now u

5、se AI to produce creative content,based on limited human prompting.This means,instead of solely being more productive and efficient by outsourcing specific tasks,we can now also outsource our thinking and creativity.Sounds tempting but the question is:can we truly rely on AI to replace human creativ

6、ity?Particularly in the business context,where creativity is one of the key drivers of brand success.Along with the mass adoption of Gen AI it took ChatGPT an impressively short time of just five days to reach its first million users2 there is also fast development and adaption within organisations.