David Droga, CEO of Accenture Song, discusses the transformational impact of AI on advertising at the Cannes Lions Festival. He emphasizes the importance of viewing AI as a tool that enhances creative opportunities rather than merely a job replacement. With Accenture's significant investment in AI, Droga believes it will revolutionize marketing and advertising, much like the digital transformation two decades ago. He provocatively contends that not all current creativity deserves preservation, hinting at the need for a reevaluation of creativity in the era of AI.
"Fundamentally, I think we have to look beyond job preservation. This is not about preserving specific jobs within an agency. What we look at is what it unleashes for the skillsets that you have, and how you can parlay that into new things."
"AI is going to open up possibilities that we don't understand quite yet and allow us to do things we wish we could have done, or didn't anticipate being able to do. And if we have that attitude, then we will move forward."
"Not all creativity is worth saving. I know that's a provocation, that's probably going to annoy some people. But I really mean it, because just turn on the TV. Look at most advertising. Look at most of the stuff that follows you online. Who wrote this shit?"
"What’s interesting about that is, that it does not erase the need for human creativity, but helps us redefine what true creativity really means in the context of AI."
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