Council Post: 2021 Emerging Trends: How Artificial Intelligence Will Affect Creative Decisions

For as long as we can remember, creative decision-making has been largely subjective. In the past decade, however, the subjectivity of creativity has begun to change. More than ever, decisions within major companies and even the arts have been straying out of the realm of subjectivity and into the realm of objectivity and data. When a record label signs a new artist, it wants to see Spotify data signaling this artist's fanbase is trending up and to the right. When a car manufacturer hires an advertising agency and asks for creative campaign ideas, it wants those ideas to be backed up by data that signals emerging demand.