In today’s interview, we have the pleasure of speaking with Emma Chiu, Global Director of VML Intelligence, the agency’s in-house futures and innovation think tank. Chiu is known for crafting forward-thinking analyses like VML’s The Future 100, a trend almanac that shares a snapshot of the most compelling trends to keep on the radar. Chiu’s expertise lies in advising organizations like Coca-Cola, LVMH, and Microsoft on long-term strategies grounded in cultural shifts and innovation. Recognized as a leader in Web3 and the metaverse, Chiu’s insights have graced publications like The New York Times and VOGUE, with regular speaking engagements at Cannes Lions, CES, and SXSW.
Join us as we explore Chiu’s perspectives on the evolution of AI today…and tomorrow.
IAA Benelux: Emma Chiu, thanks so much for joining us. We’re going to kick off right now by asking how you see people using AI today.
Chiu: I think we’re at a really exciting age, especially with integration of artificial intelligence into the world and it becoming more accessible. I think obviously with the introduction of more AI-integrated systems, whether it’s through Google, ChatGPT or Microsoft and so on and so forth, it’s just making it a lot more easier for us to use technology.
When we think about ultimately where we want artificial intelligence to be heading, it will be something that falls into the background, that feels very seamless. It will offer a more cohesive, fluid and more natural conversation when it comes to us talking to our technology. And it’ll be something that feels very human as well.
I think this is what’s making it quite exciting and interesting and why there’s a lot more buzz around the topic of AI than ever before, even though it existed for a very long time. But it’s becoming more consumer ready, shall we say.
IAA Benelux: You mentioned how people are using AI today. How about the future? How will it become more part of our lives?
Chiu: I think when it comes to AI, the part that I find more interesting and exciting is definitely how it could really push the boundaries of creativity. Especially with generative AI, when you give it certain prompts, it could lead to new and unexpected things that perhaps even our imaginations are not quite creating. But with the assistance of AI, perhaps, artists, designers, creatives could be designing something that we right now do not have the capabilities to do. But combined with artificial intelligence, we could create something that’s next level. And I think again, it would really push our imaginations.
It would really open up possibilities of the future of what advertising can look like, the future of where advertising could exist as well. I think it will really be an exciting time for creators.
I know there’s a lot of concerns about AI and jobs and, creators worrying that it will take over their remit, but I think actually it would be a really exciting tool for creatives to lean into and use and potentially open up new territories that were never possible before.
IAA Benelux: So more like heightening their creativity to a new level using this technology, which is actually more like a sparring partner for their imaginations.
Chiu: Yeah, I often think of AI as a tool. And if you think of AI as a tool, it’s less threatening. It’s still something you have control of.
I do think it still needs that human element and integration. Even if it’s doing something more mundane such as, you know, swimming through data, you still need a human at the end to verify everything.
I think the place for humans at the end of the day is for verification, for the creative input and output sessions. But to, you know, it could be a really powerful partner.
IAA Benelux: I can see it could be a powerful partner, but how comfortable are consumers with that?
Chiu: How comfortable do they feel about using artificial intelligence today? I think we’re still in the early phases of people properly using AI on an everyday basis. And I think there’s different layers of it where it may be used just more like an assistant.
But I know there are creatives who are using it to explore ways that they could extend perhaps their jobs and what they’re doing. It could even open up new opportunities and job roles for people to establish.
I know within WPP we are very stringent and cautious around the conversation with regulations because as companies we need to be very careful with what we find and want to make sure is ethical and within our needs and our clients needs that perhaps the government have not enforced yet.
I think you know there are things that there’s multiple levels and layers of it and I love that AI touches pretty much every department and every sector.
We have a lot of clients that are really, really curious about artificial intelligence and what it could do for their company and there’s multiple layers that it could be part of their company.
When it comes to thinking about how consumers are ready for it, we ran a survey at the end of last year asking people if they had certain content that were generated by human or AI, what would they prefer? Overall consensus was they preferred it to be created by a human. And the questions included things like, you know, TV shows, if it were written by AI or human or a song or advertising.
But actually one interesting stat that I have, let me just put it up here for you. People say they overall of course prefer it to be created by human rather than AI. However, there are some areas where they don’t have as much of a preference.
36% of people say they don’t mind whether advertising is created by human or written by AI. So advertisers watch out if this is the case.
IAA Benelux: Very, very true. I’d say I would be considered an older generation with AI in terms of how I use it. I use it as a tool to see how I can make my work easier or better. But how do you see the younger generation using AI and what what’s their comfort level?
Chiu: Yeah, so Gen Z were born digital natives, so they were very comfortable with things like social media. I think they and younger millennials were the ones who created new types of jobs such as influencers or having social media departments within agencies or having it as a complete business.
I think in the future, as Gen Alpha’s still being born this year, they will be very much accustomed to AI. Lot of them may be growing up with a smart toy or using AI in small and different ways, whether it’s through a chat bot or certain systems that their parents might have integrated within their home. So they’re going to be growing up with artificial intelligence. That’s just part of their blended world.
And you know, I often think about in the future, by the time they start joining the workforce, they would expect AI to do a lot of the sort of more laborious work for them. And for companies that still expect humans to do that, they might feel it’s quite outdated and they’ve might feel like they’re regressing as a result. So they want to be part of companies that are thoughtfully integrating artificial intelligence.
It may not be to the extent of certain companies…there’s one company in China, which is a gaming company called NetDragon Websoft, and they have an AI CEO. It may not have to be something as extreme as that, but you know, having AI to help relieve employees and workers of certain more mundane tasks is something that we can lean into AI to help us do.
Equally, I also think if there are AI tools available for this generation to use, they will be probably creating and designing and using AI as part of their studies. So they would expect to continue that in their work life as well. So I think it’s for them, it’s pretty much part of their ecosystem and it’s something we need to start considering.
IAA Benelux: Do you have any tips for those who want to be future ready in using AI?
Chiu: I think just have fun with it. We’re at the stage where those working on AI creations, they’re still exploring it. A lot of people who lead the tech side of things at VML and WPP, they’re experimenting with it as well and they’re adding to it. As they hear about more requests and asks, they’re evolving it. So I think we’re at the stage where it can be whatever we may want it to be. So it’s pretty much an open slate.
Of course I do think it can seem scary and like a whole new thing. You may feel like, “I don’t want anything to do with it.” But you know, if you’re able to integrate it in smaller ways into your life, the idea is it’s supposed to feel a lot more natural and easy.
Who wouldn’t want that as part of their lives, especially when it comes to technology? I think a lot of people, especially when they first started using ChatGPT, they asked it quite light and easy questions. And then of course it started evolving into more of a conversation.
My partner, my fiancé, he loves ChatGPT and one morning he even asked ChatGPT to help him motivate him for the day. And ChatGPT gave a lot of motivational advice and thoughts.
So I think we can even lean into it for more emotional level as well.
IAA Benelux: That’s very true. I love ChatGPT as well. Do you have any final words, anything that you’d like to share with our audience?
Chiu: I think one other area that we’ve been exploring which I would love to share with the audience here is how because of artificial intelligence, we’re able to have chat bots or avatars that feel more lifelike than ever before, more human. And some may find it quite scary and, you know, a bit uncertain about it, which I think is great because it’s good to be cautious.
But on the other hand, there are people who are extending a digital version of themselves. There’s a model named Eva Herzegova who created a digital twin of herself and she can run digital campaigns and catwalks on her behalf while the physical version of her can maybe have a holiday ordo twice the amount of work.
And ultimately in the future as we move on, I think there could be more of a merge with this type of digital presence. And if we’re going to have digital extensions of ourselves, this could be another area or another type of consumer in the future that brands need to start thinking about.
So the digital generation or the digital segment that we need to start thinking about, it’s starting to be created now. And as people are start to think that this online version of me is an extension of who I am, brands need to consider and think about, too.
IAA Benelux: Emma Chiu from VML, thank you so much for your time.
Chiu: Really enjoyed our chat. Thank you for having me.