PETALING JAYA: The creative thinking process remains the hallmark in advertising despite the emergence of technologies. Generative AI is artificial intelligence capable of generating text, images, or other media, using generative modelsHe said generative AI can also augment creativity by allowing speedy experimentations, concept designs, prototypes etc. “Similarly, extended reality technologies allow multiple layers of realities to be layered on in designing experiences. He said brands are going to brief more and more for a Generative AI ready brand library rather than ads. He said creative people aided by this technology would be spending a lot more time being creative rather than on execution.

Source: The Star December 04, 2023 13:42 UTC