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WHAT’S NEXT? THE APOCALYPSE OF CREATIVITY.

ALEX LIU

The session begins with the discussion of a typical scene in sci-fi movies: people being chased by human-like robots, an imagined apocalypse of human kind.

In the creative world though, it is true that creatives are facing a huge crisis: will art directors and copywriters be replaced by AI eventually? Will the apocalypse of creativity finally come? And, is creativity going to get a second life?

Room for creativity in marketing has been hugely limited by benefits of the latest advancements in technologies and digital media. Budget for lengthy TVC? Too luxurious! Why not spend it on building DSP or buying KOLs?

More and more brands are turning to technology for help: big data, AI, IoT as well as VR/AR are all the buzz you’re hearing. Look at how human’s proud creations have become now: machines can read and write, they beat us in Go, they replace our jobs in a number of industries, it shouldn’t be a surprise when robots eventually take the jobs of creatives.

Even though all things have two sides, we don’t believe that the relationship between creativity and technology should be a paradox. Finding the balance between the two hasn’t been a new attempt, but we believe that we have found the perfect pattern.

Introducing IoME – Internet of Marketing Experience.

The internet that we know now mostly serves as a platform and offers traffic flows, but the amazing thing about IoT is that, it can be a bridge, or it can be a story itself, or a connection point for different media. It offers countless possibilities and the key is how to utilize it. IoME is about “Me”, but it’s more than just “Me”. It connects technology and creative insights, it adds warmth to machines, creates heartbeat for robots. With some of our latest IoME gadgets, Natasha and Alex will demonstrate how technology can help put creativity back to marketing.

ALEX LIU

ASSOCIATE INNOVATION RESEARCH DIRECTOR

CHEIL PENGTAI

BEIJING

Though still at a very early stage of his career, Alex Liu has had experiences in many different areas including animation, interactive design, web development and innovation design engineering. Through pulling together the advantages of different areas of technology, he used the combination of technology and art to create extraordinary experience for consumers. Now as leader of the hardware division of IoME (Internet of Marketing Experience) department at Cheil PengTai , Alex and his team are determined to create new media products that better connect brand and consumers.

Professional Experience
2009 – 2010 Interaction Designer of SIEMENS CORPORATE TECHNOLOGY
2008 – 2009 Graphic Designer of MYTSHIRT
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