What The Future

Creativity

Business relies on creativity and innovation to serve customers and compete. Here’s how artificial intelligence is changing both ends of that equation.

13 June 2024

Foresight

Download the full What the Future: Creativity issue

The ever-accelerating pace of AI innovation is changing how businesses come up with ideas, and how they realize them. It’s also making Americans rethink everything from intellectual property to the nature of art.

Is this a golden age or a hype cycle? Will creatives come out on top, or be out of a job? And from the culture industry to heavy industry, how can brands harness the power of these tools today without exposing themselves to risk tomorrow?

The answers are in What the Future: Creativity, where leaders from Meta and Snap, a trailblazing AI artist, a powerhouse agency creative, and leading academics consider the philosophical and practical implications of AI for everything from marketing and entertainment to education and economics.

This edition also includes free access to the exclusive What the Future: Creativity survey tables. This exclusive data covers Americans’ attitudes on AI in the workplace, AI-generated art, and much more. See the link below to access the full survey results.

For full results, please refer to the annotated questionnaire or the Ipsos What the Future: Creativity Survey data tables

Letter from the Editor

How the AI revolution will reshape the ways we create, work and play

Matt Carmichael, What the Future editor, head of the Ipsos Trends & Foresight Lab

Shifts

Shifts: Three forces that will shape the future of creativity

Trevor Sudano Principal, Ipsos Strategy3

Interviews & Features

How AI could make platforms more inclusive for everyone Victoria Ekwenuke, marketing inclusion lead, Meta
How AI and human insights can help designers think out of the box Brand insights from Ipsos’ Alyson Heffernan
How AI will help tomorrow’s creators push artistic boundaries Daniel Lefcourt, professor, Rhode Island School of Design
Why AI shouldn’t be used as a shortcut for craftsmanship Cheryl Lu-Lien Tan, The George R.R. Martin chair in storytelling, Northwestern University
How ‘generative reality’ will become a new art medium Refik Anadol, artist
Why ideas matter more than how art is created Stephanie Dinkins, professor of art, Stony Brook University
What creators and marketers should know about mixed attitudes on AI art Brand insights from Ipsos’ Jamie Stenziano
How platforms can boost social authenticity and engagement Alex Dao, global head of agency development and sales partnerships, Snap
How AI evaluations will support smarter marketing spending Brand insights from Ipsos’ Lisa Zielinski
Why advertising will still need human creative directors Bianca Guimaraes, partner and executive creative director, Mischief
Why understanding and empathy inspire better ads Brand insights from Ipsos’ Rachel Rodgers
Future Jobs to Be Done Matt Palmer, consultant at Ipsos Strategy3