- il y a 2 semaines
The New Paradigm of Creativity and Digital Experiences
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TechnologieTranscription
00:00I'm happy to be here.
00:03So, there is a lot of discussion around the implications of generative AI
00:09and how it will change the worlds of creativity and marketing and media
00:15and everything that we consume and get hit with every day from every brand.
00:20And so what I wanted to do today was talk a little bit about the implications
00:25of this new age of creativity and personalized digital experiences.
00:31And specifically, I wanted to focus on five waves of change
00:35that I think are very relevant to us as consumers
00:39and also us as creators and business leaders
00:42that I think we need to be thinking about and prepared for.
00:47Let me jump in.
00:48So, the first wave of change is really around creativity becoming the new productivity.
00:54Over the last few decades, companies have outfitted all of us with tools,
01:00whether we're in school or at work, to be more productive.
01:03Why?
01:04Because we got promoted based on our productivity.
01:07The more things we accomplished, the more quickly,
01:10the more productive we were, the more valuable we were to our employers.
01:15And that's been the way that the world has worked for quite some time.
01:18But now, as productivity is increasingly offloaded to compute,
01:21we are going to stand out more through our ideas
01:25and our ability to express these ideas.
01:29A lot of the research around creativity is all about the state of flow.
01:35And this author, Mihaly Chuck Mihaly, wrote a famous book about creativity.
01:39And it's about every creator's search for that flow state.
01:43And what gets in the way of flow is friction,
01:46is the work involved with the workflow.
01:49And so, it's pretty remarkable to see these tools enable us to express what's in our mind's eye
01:54without any work and friction at all.
01:57So, these creative tools, these modern tools that prepare people to be promoted
02:02and express their ideas, whether you're an accountant or whether you're a business ops person
02:07or a salesperson, no longer having to go to a designer,
02:11but being able to do some of these things yourself is very empowering.
02:15And so, the shifts in this wave of change are that we're going to go from being promoted
02:20based on our productivity to being promoted based on our creativity.
02:24And we are all going to be in search for tools that allow us to creatively express ourselves.
02:29Now, the second wave of change here is very important to enable this,
02:35which is that creative confidence is growing.
02:39Creative confidence in humanity is typically highest when we're five or six years old,
02:45where everything that we do gets put on a refrigerator
02:47and gets the accolades of our parents or our teachers.
02:52And we feel comfortable drawing and painting.
02:54We feel like we can tell any story with these tools.
02:58And then, we realize as we get older,
03:01that other people have better skills than we have.
03:04And we realize that there are these people out there called critics
03:07that tell us that they don't like our work
03:09and our creative confidence goes down.
03:13Now, we're in an era where suddenly we're outfitted with new tools
03:17that allow us to take what's in our mind's eye and visually express it.
03:21And it's pretty remarkable what we're seeing people do.
03:24So, there are tools, for example, like Adobe Express
03:27that we've been putting out in market,
03:29and there are many others like it,
03:31that allow anyone with a prompt,
03:33you know, with whatever they're imagining,
03:35to start to create expression
03:37and to start telling their own story.
03:39And I think it's a very empowering thing.
03:41It's exciting, for example, to go into schools
03:44and see teachers, instead of having their students write a paper,
03:48they're saying, make a video,
03:50make a documentary about this historical subject.
03:53Make a video about your science project.
03:57I think these are the next generation of skills
04:00that allow people to regain that creative confidence
04:03and also to stand out based on their creativity.
04:06I think they're very important skills for folks to have.
04:10So, that's just an example.
04:12What's happening here is that everyone is now able to discover content
04:17that they can use, edit, and share.
04:18Everyone feels creatively capable.
04:21And for creative professionals,
04:24they're no longer constrained by a particular segment.
04:28For decades at Adobe,
04:30our customers have defined themselves,
04:32I'm a photographer,
04:34I'm an illustrator,
04:35I'm a video editor,
04:36I'm an animator.
04:37Now, they can become more creatively confident
04:40in other categories of creativity,
04:43which is unleashing new possibilities from our customers.
04:47And so, the shifts here,
04:48in this second wave of change,
04:51are that everyone can go from finding someone
04:53to tell their story
04:54to being able to tell their own story.
04:57We're going from a world
04:59where every creative was really segment constrained
05:02based on the skills that they learned in school,
05:05and now they can become only imagination constrained.
05:08And creative tools are going from being very exclusive
05:12and very hard to learn
05:13to tools that everyone has access to.
05:17So, that's exciting for humanity, right?
05:19Creative confidence is going up.
05:21Creativity is what helps us stand out.
05:23Well, the big question I get asked
05:26by our creative professionals
05:27is what about me?
05:29What does this mean for my career?
05:32How does my job become more important
05:35in a world where creativity is democratized?
05:37Well, the good news
05:39is that while everyone's becoming more creatively confident,
05:42the opportunity for a creative exploration
05:45is also expanding.
05:47And when you talk to any creative professional
05:49and ask them how they find the best solutions
05:51to every problem that they're trying to solve,
05:54it's a factor of time.
05:55It's how much of the surface area of possibility
05:58they're able to explore
05:59to find the very best solution.
06:03And so, what's happening here
06:04is we're launching tools,
06:07like, for example, Firefly and Photoshop,
06:09that allows creative professionals
06:11to hop, skip, and jump
06:13through their creative process.
06:15And instead of exploring three variations of an idea,
06:18they're exploring 30 or 300
06:22leveraging tools like this
06:24that enable you to just start to explore any idea,
06:27any, like, mistake of the eye
06:29that you might have in your creative process
06:31can be something that you can now explore in the tool.
06:35I'll tell you,
06:37one of the things that was really striking to me
06:39was I was in a focus group of customers
06:42that were trying a new feature
06:45powered by generative AI in Illustrator,
06:48Adobe Illustrator,
06:49called Generative Recolor.
06:50And if we can go to the next video here,
06:52so this is Illustrator.
06:54And there are packaging designers
06:56that used to spend so many days
06:59making variations of color palettes for packaging.
07:03And so much of their time
07:05was spent exploring color variations
07:07that they did not have enough time
07:09to actually generate entirely new designs,
07:12vector objects,
07:13that they could then fill in with these colors.
07:15And so when we showed this in a focus group
07:18of putting in a prompt
07:19and getting instantaneous, you know,
07:21dozens, if not hundreds,
07:22or thousands of variations of color palettes,
07:25one of the illustrators in the focus group,
07:28she started to cry,
07:29saying, oh my goodness,
07:31like how much of my life has been spent
07:33just reassociating colors,
07:36just absolutely like coming up
07:38with more palettes to test,
07:40where now I can spend that time
07:42on higher order tasks
07:43that make even better variations
07:45of the packaging itself
07:46for my clients to explore.
07:49So we are seeing this technology
07:51have a massive impact
07:53in people's ability to explore.
07:56We're also developing capabilities
07:59that allow professionals
08:00to do things
08:01that were never possible before.
08:03You know, this is an example
08:04of structure reference,
08:06where you can actually take any image,
08:08in this case,
08:09you're taking a mountain,
08:10you know, or a big rock,
08:11and then you're prompting
08:13all these ideas,
08:14and it's leveraging
08:14the structural reference
08:16of the image you provide
08:18to provide more similar capabilities.
08:22We're going into products
08:23like Premiere Pro,
08:25a video editing product,
08:26and we are incorporating
08:28the ability to generate scenes
08:30or to extend a scene
08:32by just a few seconds.
08:34What we find with our editors,
08:36our creative video editor customers,
08:39is that they're so constrained
08:40by the footage that they're given,
08:42and sometimes they'll spend
08:44hours and hours
08:45or actually have to do a reshoot
08:46just to get three more seconds
08:48to make it the perfect scene cut.
08:51And now,
08:51with the ability to generate
08:52and just create or extend clips,
08:55you see this.
08:56Now, what we're also doing
08:57is we're partnering
08:57with great other companies
08:58like Runway.
08:59I know Chris is here
09:00at the conference as well
09:01and speaking later.
09:03We're incorporating products
09:04like Runway
09:05and Sora from OpenAI
09:07to allow our customers
09:08to leverage the best
09:09of third-party models.
09:11We really think
09:12that the future
09:13of precision creativity
09:15is our customers
09:17being able to leverage
09:18the best model
09:19for every specific use case.
09:22We also believe
09:23that new possibilities
09:24will come from brands
09:26building custom models.
09:27So imagine a brand
09:29taking Firefly,
09:31taking their own IP,
09:32their own assets
09:33to train a version of Firefly
09:35tuned to their own style
09:37or their own brand standards.
09:39And so this is an example
09:40where the originals
09:41that trained the model
09:42are on the left
09:43and then the custom model
09:45outputs something on the right
09:46in the same style.
09:48And so this is a very important way
09:49that brands will leverage AI
09:51to raise the ceiling
09:53of what's possible.
09:54So what are the implications
09:57of this wave of change?
09:59It's that creatives
10:00are going from having
10:01very limited amounts of time
10:03to discover the best solutions
10:05to having 100x more cycles
10:07of discovery
10:08to explore in new mediums
10:11to try things in new ways
10:13and it's really going
10:14to radically improve
10:15the quality of the experiences
10:17that brands can create.
10:19That limited surface area
10:20of exploration
10:21is becoming
10:22far more broad
10:24in terms of what solutions
10:26are discovered.
10:27And so what's happening here
10:28if we take a step back
10:30is that this big box
10:32of creativity,
10:33of potential,
10:34the floor is getting lower.
10:36More people are able
10:37to now leverage these tools
10:39to express their ideas,
10:41make their own presentations,
10:42tell their own stories,
10:44make their own variations
10:45of videos,
10:47salespeople,
10:47social media teams.
10:49But what's also happening
10:50is that the ceiling is going up
10:52where there is more possibility
10:54discovered
10:54and even better solutions
10:56that are more effective
10:57as a result of these tools.
11:00And what's also interesting
11:01in the creative process
11:02is that most of our customers' time
11:06was always spent in the tools,
11:08was sort of more towards
11:10the refining and finish part
11:11of the creative endeavor.
11:13and now a lot of their time
11:15is being spent
11:16in the curation,
11:17in the exploration phase
11:18of the funnel.
11:19Instead of having to come up
11:21with three ideas quickly
11:22and then get to work on them,
11:23people can spend much more
11:25of their time
11:26on generating more ideas,
11:28exploring more surface area
11:29of possibility,
11:30and they'll spend actually less time
11:33in the tools,
11:34making it precise and finishing.
11:36And this is impacting
11:38how we're building our tools
11:39at Adobe.
11:41Okay, so 100x more possibilities
11:43based on raising the ceiling
11:45and 100x more participants
11:48in creativity
11:49by lowering the floor.
11:51What is the impact
11:52of this math?
11:54It is that we are about
11:55to enter an era
11:56of far more personalized
11:58digital experiences
12:00at scale.
12:01Which brings us
12:03to the fourth wave of change
12:05here that I wanted to share.
12:06the future of every
12:07digital experience
12:08is about to become
12:10very, very, very personalized.
12:14This is not a new idea, though.
12:16We long to be known.
12:18You know, anyone
12:18that's in the hospitality world
12:20knows that people
12:20want to be welcomed by name.
12:22People want to be remembered.
12:24People want to feel like
12:25an experience was catered to them.
12:27They want to be known.
12:28They just want to know
12:29how they're known.
12:31So new technologies
12:33are enabling this to happen.
12:34Here's an example
12:35of what the brand
12:36Carvana did recently
12:38where they made
12:39a personalized video
12:41for their million customers
12:42that they had that year.
12:44And they sent each video
12:46to the customer
12:47that included
12:48the car that they bought,
12:49the hometown
12:50in which they live,
12:52the color of the car,
12:54and gratitude
12:55from Carvana
12:56for them being their customer.
12:58And customers got
12:59this personalized video
13:01for them
13:01and shared it on social
13:02and we're rejoicing
13:03in this idea
13:05of being personally recognized.
13:06I think this is a glimpse
13:08of what's going to happen.
13:09Every digital experience
13:11that we have
13:12will be a conversation
13:13where we are welcomed
13:15by name,
13:16where our preferences
13:18are remembered,
13:19where we are known
13:20and we actually feel special
13:22because our credibility,
13:24our patronage
13:25of the brand
13:25follows us
13:27if we want it to.
13:28is a huge opportunity.
13:31So this world
13:32of personalized
13:33digital experiences,
13:34this wave
13:35that is about to happen
13:36is shifting us
13:38from having a kind of
13:40era of generalized experiences
13:41where every website says,
13:43are you a male or a female?
13:45Do you want this
13:45or do you want that?
13:47Instead,
13:47websites will be made for us
13:49and personalized to us.
13:51Instead of searching for things,
13:53you're going to get suggestions.
13:55Recommendations
13:55are the new favorites.
13:57instead of learning
13:58an application,
14:00the application's
14:00going to learn you.
14:01It's going to meet you
14:02where you are.
14:03It's going to pick up
14:04where you left off.
14:05It's going to know
14:05your skill level.
14:07And instead of companies
14:08saying that we're data-driven
14:09and we have all these
14:10data analysts
14:11that spend all day
14:12looking through the data,
14:14instead,
14:14you're going to have
14:15conversations with AI
14:16that know your data
14:18better than you do.
14:20And AI-driven companies
14:21are going to outperform
14:22data-driven companies.
14:25All right.
14:26The last wave of change here
14:27is perhaps
14:28the most important one
14:30because the four ones
14:32that I just shared
14:33suggest that we are going
14:35to live in a world
14:36where personalized,
14:37hyper-personalized,
14:38digital content
14:39is being created
14:40at scale
14:41by every brand
14:42in the world.
14:43Everyone's going
14:44to flood the zone.
14:45We're going to have
14:46more content hitting us
14:47than ever before,
14:48catching our eye,
14:49distracting us.
14:51and what's going to be
14:52the human response
14:53to this
14:54is that we as humans
14:56are going to crave
14:58craft, story, and meaning
15:00more than ever before.
15:03Again, this is not
15:04a new idea.
15:05The reason we buy art
15:07is not the value
15:08of the ink on the canvas.
15:10Of course,
15:10it's the story.
15:12You know,
15:12any piece of art
15:13can be reproduced
15:14by any other artist,
15:15but it's the story
15:16and the narrative
15:17of originality
15:18and breaking genres
15:19and breaking through
15:20that makes us
15:21appreciate the work
15:22and gives it value
15:23and some degree
15:24of scarcity.
15:26This is a guy
15:27named Casey Neistat.
15:28He's a very famous
15:29videographer
15:30based in Brooklyn
15:31in New York.
15:32And he did an experiment
15:34where he took
15:35ChatGPT
15:36and told it
15:37to make a script
15:38scene direction
15:39by scene direction
15:40line by line
15:41of a video
15:42that Casey Neistat
15:44would do.
15:45And then he took
15:46this script
15:46and he actually
15:48recorded that video
15:49line by line
15:50of a tour
15:51of New York.
15:52And then he put it
15:53up on YouTube
15:53just like he normally
15:55would to his millions
15:56and millions
15:56of fans.
15:58And then,
15:59you know,
15:59you watch this video
16:00and just something
16:01is strange about it.
16:03I mean,
16:03it does sound
16:04like something
16:05he would do,
16:06but there was
16:07something missing.
16:08There was some
16:09spontaneity,
16:10some provocation,
16:11some edge
16:12that just felt
16:13like it was missing
16:14as you were watching it.
16:15and then at the
16:16end of the video,
16:18he turns to the camera
16:19and he sort of says
16:21to his audience,
16:22this is the worst
16:24video I've ever made.
16:25And the reason
16:26is because it has
16:27no soul.
16:29It has no soul.
16:32This is what makes
16:34content interesting
16:35to us.
16:36It's the humanity
16:37applied as the
16:38random number
16:39to make a variation
16:40of something
16:40we've seen before.
16:42Creativity is the
16:43world's greatest
16:44recycling program.
16:45everything that we make
16:47is an output
16:48that's based solely
16:49on the inputs
16:50that we've had
16:51over the course
16:52of our lives
16:53and our human experience.
16:54And all we do
16:55is we take
16:56every input we've had
16:57and we apply
16:58a random number
16:59to it
17:00that comes from
17:01our emotion,
17:02that comes from
17:02our human experience
17:03and our story.
17:05It's very similar
17:06to AI models.
17:07They also take
17:08all these inputs in
17:09and then they apply
17:10a random number
17:11to it as well.
17:11but that random number
17:13is truly random
17:14whereas the number
17:16that we apply
17:16in our brain
17:17comes from
17:18our own human experience.
17:20These I call
17:21artifacts of humanity.
17:23These are the
17:23injections of meaning
17:25that we put into
17:26the work
17:26or ways of showing
17:28that a human
17:29made this
17:30that I use
17:31a particular tool.
17:33So this era
17:34that we're in now
17:35is shifting
17:35from a world
17:36where we,
17:38you know,
17:38trust but verify
17:39to verify
17:41then trust.
17:41We're going to want
17:42to verify
17:42how something was made.
17:44We're going to want
17:45to understand
17:45if a human was involved
17:47before we can trust it
17:49and before we actually
17:50let it move us.
17:52Before we start
17:53to tune in
17:53and have appreciation
17:54for the story
17:55behind the work.
17:57One thing I was also
17:58going to mention
17:58is our effort
18:00alongside many other companies
18:01that you're hearing
18:02from today
18:04to launch
18:05what we call
18:05content credentials.
18:07And this is an idea
18:08of when humans
18:09are working on content
18:11whether you take it
18:12with a camera
18:13or you edit it
18:14in Photoshop
18:14or Lightroom
18:16or you use
18:17Dolly 3
18:18or Firefly
18:19or Midjourney
18:20or anything else
18:21to add content credentials
18:23to the content
18:24so we can see
18:25the nutrition label
18:27on how content
18:28is made.
18:29So we can determine
18:30whether we can trust it.
18:31so we can decide
18:32how much
18:33we should be moved by it.
18:35We're going from
18:36this world
18:37where everyone's
18:37flooding the zone
18:38to a higher bar
18:39of experiences
18:40from seeking scale
18:42and efficiency
18:42as humans
18:44to seeking meaning
18:44and scarcity
18:45and from being engaged
18:47by content
18:48to more so
18:49than being engaged
18:51by meaning
18:51because ultimately
18:53the creativity
18:54that is effective
18:55is the creativity
18:56that moves us.
18:58thank you very much.
19:00applause
19:01Thank you very much.
19:01Thank you very much.
19:01Thank you very much.
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