‘Not all creativity is worth saving’: David Droga on the future of AI and advertising

David Droga is a legendary advertising creative and executive. He’s also CEO of Accenture Song, one of the largest advertising and marketing services firms on the planet. 

For those two reasons, we kick off Brand New World with Droga at the 2024 Cannes Lions Festival of Creativity. Why there and then? It’s the world’s biggest convergence of media, marketing, entertainment, technology, and brands, and a mirror of what’s happening and a bellwether of what’s to come, on a global scale. There’s no better time and place to start a conversation about how brands, and the marketing and advertising industries, are approaching AI at this crucial and nascent moment.

In this episode, I talked to Droga about what Accenture’s $3 billion commitment to AI means for his work, how it compares to the first digital revolution two decades ago, where it may be headed in the not-so-distant future, and the impact it will have on the art of persuasion and pop culture.

On AI’s existential threats

“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.”

On AI vs human creativity

“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? Who’s creating this stuff? Does that need saving? A lot of it’s written by something more alarming than AI, which is research and conformity. And that’s why it’s bland.

“Now, what’s interesting about that is, that it does not erase the need for incredible things, innovative things. Things that touch you and [allow you to] experience the new. There’s always room for things that are really, really wonderful and delightful. That’s where our role as creators and shapers is always going to be needed and necessary. That’s where my optimism is.”

Listen to the full episode for more.

View the full article