Artificial intelligence will kill design’s ‘Hippos’ | Design & Branding - Marketing Week

Ben Davis, blog editor at Econsultancy explains, Anyone who has worked on design knows how human the process can be, but artificial intelligence can help bring some rigour to what can be seen as a subjective area.

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At an Econsultancy breakfast briefing at the start of this year, I was struck by what panellist Gregor Young said about artificial intelligence (AI). Young, who is currently leading the transformation of Channel 4’s digital marketing strategy and capabilities, emphasised how widespread he believes AI will become and spoke of how frequently he encountered processes or problems where he wished he could apply some form of AI.

Young’s enthusiasm made me revisit an article I wrote last year, in which I asked, ‘Why are marketers kidding themselves that AI is about more than sales?’.

At the time I was simply making the case for a very pragmatic approach to machine learning, given that many of its current uses – recommendations, product categorisation, personalisation, copywriting – are all about optimising for conversions.

But what I didn’t cover was a swathe of algorithms being used in digital and graphic design...

Microsoft interaction designer Jasmine Oh writes in a blog post: “While AI will replace designers, it will replace the designers of today, not the designers of tomorrow.
“AI will become a design partner and tool that designers can use to meet ever-evolving workplace demands. And when nurturing any relationship, let’s learn what our partner can and can’t offer.”
Read more...

Source: Marketing Week