 Okay, ladies and gentlemen, there are some people who make headlines. There are some people who make history and then there are those very few who make both Now the lady I'm now going to invite on stage to render the headline address of the conclave is someone who's made most She leads the worldwide team of J Walter Thompson 12,000 employees 200 offices 90 countries She is an active member of advertising industry organizations such as being on the board of the ad council and FE Worldwide. She's also a member of the great marketing group of Great Britain She's also a member of women in advertising and communications London She was awarded an OBE by Queen Elizabeth 2 for her service to tourism as the chairperson of a visit London now I must tell you here that she Spares a lot of her time and her resources to charity. She is a trustee of a save the children and the royal drawing school of London I'm going to ask her. How does she wear so many hats? Ladies and gentlemen, please put your hands together and welcome on stage the worldwide CEO of J Walter Thompson to marry in grandma Very very warm welcome to you. We're delighted you're here. Take it on. Hello, everybody Can you hear you hear me? I'm just gonna check that the ticker is working so I'm here to talk about the future of creativity the future of creativity particularly in the context of AI and If you ask me the difference between human and machine, I never thought Certainly not five years ago. I would ever have to think that a machine Something such as AI could replace what it means to be human in this sense of creativity And I know we're going to talk about media and where creativity is placed and how AI can help with that But I think it's the AI is going to ask us some fundamental questions about what it means to be a human being What it means in the context of work What it means in the context of democracy and Importantly in the business that I'm in in what does it mean in creativity? And even though the first bit of the presentation will talk a little bit about AI at the end I'm going to give you a point of view About what creativity what I believe and we believe it Jay Walter Thompson creativity is all about It's fair to say Forgive me fair to say that at the moment. We're standing at the edge of a precipice When it comes to AI and data I mean, I think it is so interesting that we very you've cleverly put on this conference Because if you think the amount of information the power that AI has It is changing the way that we can teach people it is changing the way that our media is bought It is changing the way that actually products are generated and that in the end will change Creativity you may not know that if you actually did the Google search, which I did before I came here Is that there are four point nine billion searches for creativity and four point two billion for AI? I have to say I found that very disappointing given I'm in the creative industry that AI is becoming almost as important in people's imagination for creativity What I find quite distressing though when you think about AI is people are very concerned Because of the jobs because of the unforeseen consequences what actually is going to happen is AI a friend Is it a foe when we look at Facebook and we look at what happened in the American election is social a friend? Or a foe for creativity is the information that AI have a help Towards creativity or is it something that's going to dampen the impact and differentiation What is it that enables something to create impact is AI on our side? Or is actually something that's going to have such terrible unforeseen consequences that it's actually going to take over the world But my contention here today is that there is nothing new in AI at all In fact, this is a picture of Pythagoras And as you know the Greeks and indeed the Indians and the Chinese for the Millennium were very interested in logical thinking very interested in the mechanics of thinking and Actually, it's only since the advent of the computer that we were able to put all that great thinking together and Formulation to create AI, but actually even a millennial they believed in golden robots. So none of this is new What is new is the power of what we can do with it and therefore the power of how we can help it Either help us with creativity or take away from creativity. What is it about? Creativity that enables it to be different from AI or is AI something that we marketeers should use to aid our creativity The interesting thing is that I like to believe that I'm very good at the Oscars This is a company called swarm by the way who did some extraordinary predictions. First of all, they didn't only predict that Trump would get in they predicted his first hundred a rating I don't know if anyone remembers the Oscars But I thought through billboards would win because I I took what I thought was great work and Decided that was going to win and I did you all remember it was via the water film that one and they predicted that because humans Have emotion and emotions may affect our predictability. In fact, this company even predicted the Kentucky winning So what is very interesting to me? We like to believe that we have insights We like to believe those human insights make us better at creativity and yet without any emotion or without any Any of the human elements a machine can predict something about creativity much greater than any of us Obviously, you all know the extraordinary thing about AI will change medicine forever First of all, it's enabling us to predict Cancers and it's enabling us to produce a personalised medicine It's helping with Alzheimer's. So on one hand, of course, it's extraordinary in the creativity It's enabling us to to put together to save the world because when we think about creativity and marketing We often think about it in communication, but we must forget products are things that solve problems and in the end Marketing is about producing things that answers our human needs and our task may be to communicate them But it's also to produce those products that go into market that make a difference and enabling Concepts and information and insights to bring that together I believe will change the world for a much better place and we're already seeing it in the medicine that we're producing It's also frankly enabling us to find new planets in the world such as the Kepler 90 system But the most important thing which is fascinating me at the moment is I don't know if anyone heard about this There was an art cell at Christmas. Did you know about this this art was made from an AI machine Who AI logarithms produces art more of that later? It enables us to create music With Alexa now you could take a photograph of two pieces of clothing and you could say what looks better Does this look better or that look better and an algorithm can say by taking fashion algorithms and Style can suggest what looks better on you. I must I don't think that's very rewarding I'd like to think there's a human side to the way one looks, but it is interesting that more and more We will be putting in that machine learning and helping people to choose what they wear What they shop how they shop and how they listen to things But while there's this huge amount of optimism I'd like also to remember that AI has no judgment AI has no morality AI is a logarithm It's a formula. It's the formula that were made up of many formulas back actually to ancient Greece So what does AI do it learns from everything it sees and As you know it learns from The the racist robots because it picked up sadly all the information that was available to it So robots became that robot and bought became a racist So how we program AI AI? Where is the morality of thinking about that who uses it is also become an important part of our creativity and The way we think and the bots we use For the science and for the way we work with our consumers and what we deliver So whilst AI is completely a formula what I would like to say is it can produce art And I get to share with you a film that was done by our Dutch office that produced the next Rembrandt We took AI we took machine learning We took all the Rembrandts in the world and we produced an extraordinary yet to be seen Rembrandt We have some sound please Four centuries after the famous Dutch artist's death it took over two years and it does look remarkably like the real thing The next Rembrandt brings back to life one of the greatest masters Only this time data is the painter and technology the brush together with experts from various fields over a hundred and sixty thousand fragments from all of Rembrandt's 346 paintings were analyzed Using 3d scans and digital files upscaled by a deep learning algorithm Facial recognition software was designed to understand Rembrandt's style and generate new facial features Which were assembled based on his use of geometric proportions Finally using a height map to mimic Rembrandt's brushstrokes The painting was brought to life through an advanced 3d printer that printed 13 layers of paint based ink and so 347 years after his death a new Rembrandt painting made from zeros and ones emerged unveiled and exhibited in Amsterdam Experts the press and the general public were invited to join the conversation about where data and technology can take us a Conversation that went global news Impressive just from a data stamp Preformer A number of organizations took a seemingly impossible task It looks precisely like a Rembrandt portrait the world was buzzing with all the leading news channels and blogs Reporting about the fading boundaries between technology and humanity Almost a hundred million people joined the conversation about ing's innovation defying imagination The next Rembrandt What's next there isn't it that an algorithm? Produce something so beautiful. It's as if it were the next Rembrandt But I mean my big question is could it ever produce the first Rembrandt Where is the human being in that so the next but is it the first? So I just want to share with you some thoughts now Really on our own creativity when it comes out and the first thing I want to share with you is we're in India And I think the most powerful Sports in India obviously is cricket and could AI have produced something that has a list level of emotion even with cricket. Oh Sorry before I get to that I just wanted to think a little bit about The imagination because I think what makes a difference to creativity It's not the as I said, it's not the next. It's the first. It's these use of the imagination It's what one can imagine to see it's the inventiveness It is not the predictability that makes something a first that catches people imagination That changes something forever as I think this idea for Nike could change emotions about cricket an extraordinary use of the imagination I just want to show you a few more things because my contention is that even though I AI Actually can help us. I'm going to get back to creativity what AI can do But it's to say that I guess this is the whole point about my talk is we're in a We we're at the corner and the precipice of a huge opportunity About where we place message about how we can create medicine about how we can create cures or anticipate and predict But it is the human It is the imagination of the human that makes wit that makes a difference That can take a brand someplace and make it grow and here's something which is about a humor Because I don't think machines quite have The ability to pick on something culturally and understand how funny it could be just imagine a machine Coming up with this as an idea So that's a lot of it Termino lorario delifeo, but what's a couple of us? She's talking to me and I'm telling you if you are as important But I was in the same thing that's a lot of it I'm not Oh Leandro Quantum a bug if you are, but it's key if you are both perrito Agarra sapilota don't ever see and I'll go to catch orro Dennis That's all I'm a personal Tango amigos esperándome con una brama viene la Porque digo hay un momento para guiciar y hay otro para vivir about creativity. I always think we should think about culture and leaning on the edge of culture and capturing a moment. And very present this is, I want to show you something from HSBC because it leans on culture. So creativity to stand out needs to capture a cultural moment and I don't know if you've all been following Brexit. Despite the fact that I live in New York, Brexit is very close to my heart and I'm very distressed by it. I'm sure a lot of you follow the news which we raise in May. Anyway, this is a wonderful piece of work from HSBC that leans on what it is to have a brand which is so worldly and what it means in the Brexit life. Sorry, this is clicking without forgiving me. Can you play it for me because I'm obviously not playing? We eat Chinese, Italian and Indian and go Dutch. Some of our best friends are Mexican, Siberian, Hungarian and French. We live on a wonderful little lump of land in the middle of the sea but we are not an island. We are part of something far, far bigger. So creativity never stands still. So even though I've contrasted the notion of the machine and the notion of creativity, I'm really now going to pull these things together because great works of art creativity has never stood still. If you think about the Renaissance and the introduction of 3D, if you think about Hockney who just sold a painting for 90 million, he also of course produced great work on the iPad. The iPad wasn't the creativity. It was how he added the human touch that enabled that creativity. We look at the Damon Hurst work. We realise that he's using modern technology to bring to life an artistic idea. So all of us need to stop taking humans to one side and machines to another, thinking they're diametrically opposed but we need to bring them together. And our belief at Jay Walter Thompson is very simple. That it's creativity, technology that should say, and humanity. That is the trick in today's world. It's those three things together. Understanding the human, understanding the insight, understanding what will move people, make people laugh, bring the brand together with a creative leap which is something that is surprising, something no one's seen before, not the last but the first of something and doing it with technology because technology allows us to live in it, inhabit it, bring brand experiences to life in a completely fresh and new way. And I get to end on something which is an 80 year old campaign but it shows that the technology that we brought to that can still make an exciting new and fresh. So it isn't that humans are contrasted with machines or that AI is going to be bad or good but it's that it's a tool to make us better than we are. We're going to go to another talk, now to talk about media and it's going to say how AI can really help us. Before creativity which is what I'm about I'm going to stress technology is a way to help us produce even more differentiation and more standout. So I'm going to show you one thing for KitKat made in Brazil and as you know for 80 years KitKat's been have a break, have a KitKat and this is a marvellous idea which can make the brand live, a living brand idea using technology, brand and human insight. Play the film. So I'm going to leave you with one thought. It is all of us need to use AI and use the rules as we said learn the rules like a pro so you can break them like an artist. That was Pablo Picasso. So AI is here to help us and is here as a tool. There are rules but to be creative, to be differentiated you have to use them but not be bound by them. So thank you very much. It's a great privilege to be in Mumbai and to share with you our thoughts on creativity. Thank you really for that talk and for joining us here this evening. I'm going to invite on stage the Sambal Sarat Chairman and Managing Director of Madison World. Please join us here on stage. Good evening and a very warm welcome to you too. And please present the Mara Ingram with a Memento, a token of our appreciation. Thank you very much. Once again.