Creatives Will Never Be Obsolete, No Matter How “Smart” AI Gets | Seattle Interactive 2019
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Dan Gifford (Speaker) Senior Data Scientist, Getty Images Artificial Intelligence continues to mature in both functionality and capability, just as the media landscape adapts to fill 24/7 content demands, leaving creatives left wondering whether their jobs are at risk. Will the rise of fresh tech make them obsolete? Should they be fearful? Absolutely not. Instead of making creatives and their skill set redundant, AI will evolve in tandem with their roles. In this proposed session at Seattle Interactive, Dan Gifford, Head of Data Science for Getty Images, will detail how machine learning algorithms can, and increasingly will, streamline day-to-day workflow, inspire creativity and help companies elevate how they communicate with customers—for the overall benefit of all.
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Creatives Will Never Be Obsolete, No Matter How “Smart” AI Gets | Seattle Interactive 2019
- 1. When AI Gets Creative, How Do Companies Stay On Top? Daniel Gifford, Senior Data Scientist, Getty Images | October 17, 2019 936726412, Taiyou Nomachi
- 2. The world’s leading creator & distributor of visual content Critical source of imagery and media to millions of businesses for over 20 years Brands include: • Getty Images • iStock by Getty Images Market leader in: • Premium creative content • Value creative content • Editorial (News, Sports Entertainment) • Video • Music • Historical Archives 590478461, Michael Edwards 866647640, Emma Todd 1060374694, Kevin C. Cox 519329278, piola666 696289306, Ippei Naoi 922467968, Pietro D'aprano 970404862, Saul Loeb 509105507, Catherine Frost 600816979, Benjamin Knofe / EyeEm 662333937, Thomas Barwick
- 3. 1000104424, 35007686654948, Laurent Emmanuel481631290, Barcroft Media We live in a visual world Scale Quality Speed of change
- 4. Artificial intelligence and creativity 728770013, Adriana Duduleanu / EyeEm
- 5. How do I work with our award- winning creative team? 88305101, Keith Goldstein { "tags": [ "water", "outdoor", "cloudy", "building", "boat", "day", "large", "sunset", "body", "long", "clouds", "ocean", "city", "light", "river", "standing", "sun", "group", "bridge", "flying", "people", "riding", "man", "air" ], "captions": [ { "text": "a large body of water with a city in the background", "confidence": 0.9401148 } ] }
- 7. 511903303, Sophia Johler / EyeEm 717166409, Westend61 Imagery selection
- 8. Imagery selection: Authentic vs. Stocky 614035640, Wavebreakmedia 709126765, Anca Asmarandei / EyeEm 478432268, eternalcreative 723515639, Jonathon Davison / EyeEm 460260009, monkeybusinessimages 730151287, Mng Mn Xi / EyeEm 536679978, BernardaSv 736206637, Artyom Bochka / EyeEm 738814927, Kittichet Tungsubphokin / EyeEm 709124853, li Strekalovska / EyeEm 653792106, Wavebreakmedia 909604818, Westend61
- 9. Imagery selection Stocky results Authentic results
- 10. Deep image representation for exploration and recommendation
- 11. Visual Search 867195622, Jordan Siemens
- 12. 867195622, Jordan Siemens 898704470, Westend61 1144185596, d3sign 962926502, South_agency 612391600, Petar Chernaev 1027219896, chabybucko 1138704457, Westend61
- 13. Cortex
- 15. Diversity 901473492, Renell Medrano / Refinery29
- 16. 683755903, Adrian Los THANK YOU Daniel.Gifford@gettyimages.com
Editor's Notes
- I do not work in marketing, and my job title as data scientist doesn’t indicate that I work in the creative space. But that’s maybe the most accurate way to describe what I do. I work for Getty Images. Yes, that Getty Images. For those of you that don’t know us, GI offers over 300 million assets across images, video, and even virtual reality. On the editorial side, GI covers the latest in global news, sports, celebrity, music and fashion. From red carpet events to football stadiums to conflict zones and beyond, each year we represent more than 160,000 news, sport and entertainment events around the globe. On the creative side we offer content and services that work for the smallest business to the largest multinational agencies and brands. So why is a data scientist at Getty Images who calls himself a creative, talking to a room full of marketers? The answer explains both of these questions. At Getty, I actually work more closely with the creative experts than any other group. While data science is a technical endeavor, the problems we are solving are distinctly creative in nature. My background as a scientist with a Ph.D. in Astrophysics taught me to think critically about problems, but it’s my background as a photographer that taught me that you should always be looking for new angles. Based on these passions, it might not be surprising to you that I help lead the artificial visual intelligence efforts within Getty.
- So how has technology impacted visuals today? Scale: With the growth in technology, connectivity and social media there are more individuals taking and sharing pictures than ever before. Today, the strength of social media has equalized the playing field, giving way to more voices that contribute to a rich visual experience. Quality: Along with scale is the increase in quality at scale. Many news organizations have cut their photography staffs and work with more and more with viewer submitted content taken on smartphones. Marketers curate a visual language to communicate with their audiences, while customers expand and morph that brand image as it propagates out on social media. The rise of computational photography and smartphones has further leveled the playing field and contributed to the explosion of content Speed of Change: With how quick it is to create and publish new content, niche trends can go to viral sensations overnight, and tired clichés the next day. This makes it difficult for brands to stay ahead of the curve when appealing to the visual savvy Millennial out there. What does this mean? You need content. Lot’s of content. A constant stream of fresh, new content.
- Once relegated to rote tasks, artificial intelligence is slowly moving into creative fields, which have traditionally been the domain of humans. At Getty Images, the Data and Insights team has the advantage of working hand-in-hand with a world-class Creative department to develop models for both internal and external purposes. Considering the speed at which the AI industry is currently moving, our ability to rely on these brilliant creative minds is a real competitive advantage.
- How does Getty Images D&I team work with Creatives to solve problems? I know you all are extremely familiar with AI and its application but let’s quickly talk about what it is good at and what it isn’t. Let’s come back to the picture I started with. What does an AI see in the picture? { "tags": [ "water", "outdoor", "cloudy", "building", "boat", "day", "large", "sunset", "body", "long", "clouds", "ocean", "city", "light", "river", "standing", "sun", "group", "bridge", "flying", "people", "riding", "man", "air" ], "captions": [ { "text": "a large body of water with a city in the background", "confidence": 0.9401148 } ] } Amazing right!? The data scientist in me still gets excited when I see results like this. But the creative in me feels uncomfortable. There’s so much more to this image than the tags I see here. There’s no mention of the devastating story that comes with it! My instant reaction is sadness. AI has gotten very good at recognizing what’s in an image, but it has failed to explore the feeling of an image. That’s what I’m working on at Getty and we are making progress.
- Slide 6: Bulk Image Ingestion * 1.6 million images processed per month by Creative * Sourcing assets/inspecting/editors quality rank Bulk inspection workflow saves roughly $2 million per year * 1.6 million images processed per month by Creative * Sourcing assets/inspecting/editors quality rank * Bulk inspection workflow saves roughly $2 million per year
- Slide 7: Imagery Selection (Authentic vs Stocky) Today, we are more visually literate than ever before. As a civilization, we’ve gone from storytelling with hieroglyphics, to texting with emojis and saying it all with a gif. 84% of all communication is now visual As humans, our brains are wired for this visual language. So much so that we also read words as pictures. Visual Teaching Alliance findings show that 90% of information transmitted to the brain is visual and our eyes can register 36,000 visual messages an hour.
- Our goal is to help you (our customer) choose the best image AI can help you curate content by building your own brand visual signature It is as important as ever for brands to choose authentic imagery that resonates with consumers. “Stocky” imagery won’t have the same impact because of the increased visual literacy of the world.
- Slide 8 Cont’d
- Slide 8: Style Model Visualization * Repurpose slides from June GLT deck Products:
- Assetid: 867195622
- Why is AI biased? Often, it’s because white young males in tech, people that look exactly like me, are in charge of teaching machines what they should learn. The funny thing about biases is that they often exist as blind spots It is inevitable that I will be biased in different ways, no matter how intentional I am about rooting them out. As we’ve entered the infancy of the AI age, the fallacy in this thinking has revealed itself in some spectacular ways. Google’s first generation of visual AI identified images of people of different races as animals. Other facial recognition systems couldn’t recognize black female faces. Voice command software in cars struggled to understand females, while working just fine for males, putting women’s safety in jeopardy. It’s a good reminder that machines can only learn and iterate on the things we teach them. Because machines are only learning through the intervention of human input, there are natural consequences. But not all training sets are built by individuals like me that we can place the blame on when things go wrong. We also train algorithms on how the population at large interacts with our products.
- Anyone who has a role in creating, distributing and selecting imagery at any level in the advertising and editorial industries has the ability – and responsibility – to better represent the diverse audiences they are speaking to. The lack of diversity in advertising was recently highlighted by research from Lloyd’s Banking Group. Its research found that minority groups featured in less than 20 per cent of brands’ campaigns, despite forming an important and significant role in our society. Takes creatives to create diversity of content At Getty Images, we recognize the role creatives can play as AI continues to evolve. Together with others who are creating, distributing and selecting commercial imagery, we have an exciting and urgent opportunity to further drive positive change. We take this responsibility extremely seriously and believe that diversity is important both in the frame and behind the lens.