CREATIVITY AND AI—WHY BRANDS AND AGENCIES NEED SCIENCE TO ENHANCE CREATIVE OUTPUT
Three strategies for uniting complementary disciplines
Published by: Rex Hirschhorn | AdAge on January 31st, 2024
Art, music, and dance can be incredibly emotional experiences when perceived under the right circumstances. The mathematics involved in every facet of these processes are less glorified than the perceptual and aesthetic pleasures but are just as important. Uncovering the symbiotic relationship between the arts and sciences will be crucial for agencies as brands begin to embed themselves deeper into consumers' everyday lives.
This intersection of creativity and science may seem far-fetched, but the two are deeply connected; the arts make people feel, and science attempts to explain these emotions. Historically, these two practices had a great deal of overlap. Isaac Newton developed the color wheel while Pythagoras used math to explain why certain combinations of notes played simultaneously sound more or less pleasant. However, the 19th century saw the two disciplines begin to split as they became more specialized in their methods and teachings.
Fast forward to today, the arts and sciences appear to be reconvening, especially within the branding world. Brands will need to find ways to utilize data and science to enhance their creative and artistic outputs, not only to appeal to Gen Z but also to wider consumers.
There are three ways that agencies and brands can start this journey…
To read the rest of this article, click the button below.
