Today, we’re exploring the intersection of human creativity and AI with Rob Paton, a branding expert whose thoughtful and gentle approach has shaped some of the most successful campaigns in the industry. With half a billion dollars in revenue generated from his work, Rob unpacks the big questions: Can AI ever support the unique magic of human creativity? Will we still see iconic campaigns and lasting brands with AI in the mix? From the legendary Volkswagen Polo ads to the future of creative expression, this conversation is filled with insights on preserving the soul of creativity in the age of AI. Join us as Rob takes us behind the scenes of building brands that resonate—and what it takes to protect creativity's heart in a tech-driven world! (00:00) Intro (01:13) Is there a risk of redundancy for human creatives (02:27) Why do people ask ‘does that make sense’ (03:03) The human need for validation and being human in the age of artificial intelligence (04:29) How will AI handle the subjective human opinion (05:05) Leveraging AI to adjust the narrative of content (05:30) The urge to humanise technology (06:37) The creative barrier between the client and the output (09:30) Cloud transition for accounting software Xero and Sage (11:20) The democratisation of creativity (11:48) Working in the creative agencies and the first Apple Mac computers (14:24) 1997 Volkswagen Polo advert (16:07) Can ChatGPT come up with creative ideas (17:15) What is the human creative process (17:45) Could language vectoring invent the Apple brand? (19:25) How to create a compelling brand (21:00) The subconscious artistic process (22:16) How AI is the most cost effective method of building brands (23:35) In-house marketing teams enabled by AI (24:14) Speed v thoughtfulness in brand creation (26:16) Can you identify AI and human produced brands (29:45) How to create a brand that lasts (31:10) Leveraging AI to match consumers to products (31:34) Coca Cola biohacking and psyops (32:40) The godlike Coca Cola brand (34:00) How Amazon prefers Chinese brands (35:12) How has Coca Cola persisted over time (36:30) What is the cause of the death of the high street and high street brands (37:00) Does cost trump brand? (38:10) Reviews and access to information informs the consumer (38:50) The easy brand and why are all good brands dated (39:55) Is longevity a function of good brands (40:00) How can you objectively assess AI brands (41:33) Technical v brand innovation (43:21) The requirement to have a human in the loop (43:35) How to build brands that create half a billion dollars worth of revenue (45:12) How will creatives compete with AI (47:40) How brands encapsulate the people in the business (50:05) How was the théâtre d'opéra spatial made? (50:49) Can AI produce art? (51:05) Banksy, pictures on walls and morons (55:08) AI tools that engage with a group of creatives (56:35) How brands appeal globally (58:29) Advice to people starting in a branding career (01:05:00) The rise of creative activism against AI (01:06:00) Human generated content watermarking (01:07:28) Thinking about AI as the matrix (01:09:35) Are people frightened of Elon Musk’s vision of the future (01:11:00) Where do the creatives go? (01:12:00) Will creatives always be creative (01:13:00) AI Utopia or dystopia?
Explore the fascinating intersection of human creativity and artificial intelligence in this BASELINE episode featuring Rob Paton, a renowned branding expert with a proven track record of generating over half a billion dollars in revenuethrough his iconic campaigns. From the legendary 1997 Volkswagen Polo advert to the future of creative expression in a tech-driven world, this conversation delves into topics such as the democratization of creativity, AI’s role in brand creation, and the subconscious artistic process. Join us to uncover how we can preserve the soul of creativity and learn how to build brands that resonate in an era increasingly influenced by AI.
