Designyatra 2023: AI's inability to fully comprehend human emotions makes it less valuable for brands - Pau Garcia

On the second day of Designyatra 2023, Pau Garcia, founder, Domestic Data Streamers, took the stage to explore the synergy between creativity and artificial intelligence (AI). 

During his session, Garcia delved into the evolution of Gen AI, the impact it has on creativity, and the challenges it poses. 

Bias in AI algorithms

In his opening remarks, Garcia emphasised the presence of bias within the current AI algorithm system, acting as a gatekeeper that hinders the effortless research of mass relatability. 

“The algorithm needs to be more accessible to all cohorts. Right now, because most of the AI software comes from the US, they have a very Western worldview and lack diversity in their search engines. There is an inherent bias in AI systems and a dire need for more diverse perspectives. These varied perspectives will help collate cohort data sources for creatives who want to help clients reach out to a wider target audience,” he voiced. 

Harnessing AI for creativity

According to Garcia, data is the language that will help expand the AI ecosystem. 

He stated, “Data in AI is a blank space, there is a lack of it in the systems that are created and whilst designing generative AI. There is a lot of potential in using data as a tool to drive creativity and AI innovation, but the research shouldn’t be surface-level. Rather the information should be extensive for the user to get more effective search results.”

Garcia went on to share that even though AI has evolved a lot in the last year, the algorithm used for searching content isn’t updated and hence pulls users away as they are dissatisfied. 

He added that AI’s huge limitation is grasping human emotions and thus doesn’t create much value for a brand. 

"While AI offers creative advantages, it cannot currently delve into human emotions and establish a genuine connection with users, a skill often mastered by creative thinkers in campaign development and product development or illustration. The challenge that needs to be addressed is how AI can master comprehending deeper nuances of human perception and emotions to have effectiveness for creative output,” he concluded.