AI: a creative's worst enemy or best friend?

Artificial intelligence algorithms can now replace social media marketing agencies, paint a "new Rembrandt", project the image of a perfect mother, compose commercially viable music and even direct ads, trailers and short films. Just how worried should creatives be? According to Matt Webb, global chief technology officer at Mirum, an AI algorithm is theoretically capable of mining data from a brand and a brief and combining it with information gathered to solve problems. In that sense, AI could conceivably answer a creative brief, he concludes. The reasoning and processes used to teach AI to compose music turn out to be remarkably similar.