Adobe Inc.
04/22/2024 | News release | Distributed by Public on 04/22/2024 07:07
Embracing generative AI at WPP: Transforming the creative processes
Embracing generative AI at WPP: Transforming the creative processes
Generative AI has generated more excitement, optimism, and curiosity than any other technological advancement in recent memory. Conversely, it also sent shockwaves throughout the creative and technical sectors, with folks increasingly worried about job security. But, GenAI, like all technical advancements, provides opportunities for exploration and ground-breaking work - if you are willing and able to embrace it.
At WPP, our clients consistently have two major requests regarding Generative AI:
- How can we use GenAI to lower production costs and produce more relevant content for our customers cheaply and quickly?
- With the proliferation of Generative AI content, how can our adverts cut through the noise?
Generative AI is capable of many tasks in the creative pipeline, but it still can't generate ideas that 'break the internet' or win a Cannes Lion. How can we empower our creatives to push their ideas using Generative AI and continue being a leading voice at the intersection of creativity and AI? It is critical that our creative approach work with an idea-centric approach, where the best idea drives innovation, and technology supports it.
For our creatives, Generative AI needs to be a part of their vernacular and tool kit. Creatives cannot approach their work the same way as before and hope to stick Generative AI on top of their idea. How can WPP produce creatives with this mentality who have the fluency to speak to the capabilities of AI and the technical know-how to prototype their ideas with the latest tools?
That's why we launched the WPP Creative Technology Apprenticeship (CTA). Since November 2022, 34 apprentices worldwide have trained with us in a hands-on environment where creativity is the core prerequisite and space is provided to experiment, ideate, and collaborate. CTA is a nine-month intensive training program with a curriculum designed to train the next generation of creative technologists. With a strong emphasis on generative AI, we also work with creative coding, game engines, physical computing, virtual production, and much more.
Adobe is one of the apprenticeship's founding partners. It hosts each cohort for a week-long intensive in its London offices, where they work with some of the top creatives in the Adobe network.
At the Creative Technology Apprenticeship, we also wanted to address the systemic issues contributing to exclusivity and gatekeeping in the Creative Technology sector, starting with the recruitment process. Even for entry-level roles, technology proficiency and a relevant degree from a top university are a requirement, and phrases such as 'rock star' and 'coding ninja' are frequently employed.
What would happen if you eliminated those requirements, which often become intense barriers to entry and discourage folks who may feel confident in their skill set? Our recruitment copy explicitly stated that no formal degree or technical background was required. We wanted individuals with a developed creative practice eager to learn and collaborate. Many of the numerous applications we received had advanced degrees in fields such as Computer Science, Data Science, Graphic Design, Design Innovation, etc. We also had applicants with vast technical experience, such as web developers, AR practitioners, and software engineers. But, we also discovered folks working day jobs while teaching themselves 3D skills at night, artists who were beginning to tinker with circuits, and so many others with secret talents that were revealed during the training process. Lowering the barrier to entry did not reduce the quality of our applicants. Still, it significantly increased the diversity of applicants - in terms of skillsets, perspectives, and life experiences.
In the past two years, we have employed 34 apprentices aged 19 to 53 from over a dozen countries. This experience has taught us that if we want to drive a more innovative creative technology sector, we also need to be innovative in how we recruit.