Skip to main content current edition: International edition The Guardian - Back to home Become a supporter Subscribe Find a job Jobs Sign in Search Show More Close with google sign in become a supporter subscribe search find a job dating more from the guardian: change edition: edition International edition The Guardian - Back to home browse all sections close Digital business What does artificial intelligence mean for the creative mind?
 Assistive and smart technologies can lead to a whole new world of creative possibilities and greater understanding of consumers conceptual futuristic female robot that AI technology must play a chief role in the research and design of brand experiences.
 Photograph: I Glory/Alamy Digital business What does artificial intelligence mean for the creative mind?
 Assistive and smart technologies can lead to a whole new world of creative possibilities and greater understanding of consumers Anthony Baker tech director at R/GA London Wed 10 Aug ‘16 08.
00 BST Last modified on Tue 21 Feb ‘17 17.
18 GMT Artificial intelligence (AI) and machine learning (ML) have huge potential to drive a new generation of creative brand experiences.
 They are at the forefront of a powerful shift that will bring brands closer to consumer expectations, passions and emotions.