The Works (TWS), part of Capgemini, has unveiled a set of principles around the integration of AI and human craftsmanship in their creative and strategic processes.
The AI principles comprise of: 'TWS welcome the possibilities that AI gives creative industries, and we always will embrace it with a spirit of curiosity and experimentation'; 'TWS will disclose and discuss with our clients about how we use AI to drive better results and more productivity in the relationship'; 'TWS are eyes wide open to the fact that AI generated creativity is generally derivative of what has gone before so the role of human originality is critical to progress and brand differentiation'; 'Where there are genuine and shared productivity improvements in the client/agency relationship, TWS will share the benefits with our clients'; and 'TWS will take steps to reduce the risks attached to AI and ensure we are ethical in our use of AI. In particular TWS will focus on removing bias and deploying training data with good provenance'.
The Works has also introduced distinctive trust marks that signify the extent of human and AI contributions in crafting ideas and strategies.
The trust marks encompass two distinct categories: Original Human Thinking (reflecting the creative concepts and strategies borne solely from human ingenuity) and AI Supported Thinking (representing concepts and strategies shaped through a blend of human innovation and AI augmentation).
Moving forward, every creative and strategic presentation emerging from The Works will bear one of these trust marks, illuminating what is human creativity and AI-powered enhancements.
Douglas Nicol, partner at The Works, said alongside a set of principles for the use of AI in a creative agency, the advertising and customer experience agency also wanted to not just disclose how it's using generative AI to its clients, but also to provoke a discussion on what is ethical and what can drive productivity and new ideas in a world imbued with AI.
"Our recent client roundtable on this pivotal subject sparked spirited discussions and revealed a resounding consensus in favor of preserving the artisanal prowess of the creative industries," he said.
"The ethical facet of the conversation further fueled our impetus to introduce the trust mark.
"Our mission goes beyond mere transparency. We aim to kindle a discourse about the ethical dimensions and productivity potential inherent in an AI-infused world."
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