Muse: An Innovation Unit
The creator economy is changing, and its evolution is being fuelled by emerging technologies. Muse is a dedicated team within BDB that investigates the hype behind new creative tools that promise to shape our industry.
Technology has a profound influence on the work we do, and how we do it. This influence, and the rapid speed at which it is changing, presents a number of opportunities and challenges — both for the influencers and creators we work with, and the brands we partner with.
We have gathered key innovation experts to build this unit that will interrogate emerging technologies, and investigate their value within the creator economy. The first priority? Generative AI.
The buzz around AI is undeniable. Its true potential, however, is still relatively up for debate. Can it be a tool for supercharging creative outputs? Or is it merely a cheat code, allowing humans to cut corners and increase efficiency?
The Potential of Generative AI
We have identified three levels that creators are working within. At an entry end, creators are using Photoshop to edit images and Midjourney to make out-of-this-world visual assets. On the pro side, creators are designing their own AI and investing in a creative tool that is theirs alone.
These are the true pioneers — and this is the potential we are interested in exploring, to uncover how it really impacts marketers day-to-day and where the brand opportunities lie. Does it impact ROI? How do you approach AI talent briefs? What are their costs? Are the timelines different?
While Muse is specifically exploring the role of AI for creativity, other departments are exploring AI to understand how it can increase productivity and efficiency for delivering creative campaigns.
Watch this space for our first release of learnings from this investigation unit.