The Works unveils trust marks for use of Generative AI in strategy and creative work
The Works, part of Capgemini has unveiled a set of principles around the integration of AI and human craftsmanship in its creative and strategic processes. This unique approach combines the support of Generative AI with human ingenuity, fostering a new era of creative excellence.
In an industry first, The Works has introduced distinctive trust marks that signify the extent of human and AI contributions in crafting ideas and strategies.
Says Douglas Nicol, partner at The Works: “Alongside a set of principles for the use of AI in a creative agency, we wanted to not just disclose how we are using Generative AI to our clients but also to provoke a discussion on what is ethical and what can drive productivity and new ideas in a world imbued with AI.
“Our recent client roundtable on this pivotal subject sparked spirited discussions and revealed a resounding consensus in favor of preserving the artisanal prowess of the creative industries. The ethical facet of the conversation further fueled our impetus to introduce the trust mark.
“Our mission goes beyond mere transparency. We aim to kindle a discourse about the ethical dimensions and productivity potential inherent in an AI-infused world.”
The newly introduced trust marks encompass two distinct categories:
1. Original Human Thinking: Reflects creative concepts and strategies borne solely from human ingenuity.
2. AI Supported Thinking: Represents concepts and strategies shaped through a blend of human innovation and AI augmentation.
Moving forward, every creative and strategic presentation emerging from The Works will bear one of these trust marks, illuminating what is human creativity and AI-powered enhancements.
The Works (TWS) has outlined a comprehensive set of AI principles to guide this innovation:
1. TWS welcome the possibilities that AI gives creative industries, and we always will embrace it with a spirit of curiosity and experimentation.
2. TWS will disclose and discuss with our clients about how we use AI to drive better results and more productivity in the relationship.
3. TWS are eyes wide open to the fact that AI generated creativity is generally derivative of what has gone before so the role of human originality is critical to progress and brand differentiation.
4. Where there are genuine and shared productivity improvements in the client/agency relationship, TWS will share the benefits with our clients
5. TWS will take steps to reduce the risks attached to AI and ensure we are ethical in our use of AI. In particular TWS will focus on removing bias and deploying training data with good provenance.
The Works’ bold step toward defining the future of creativity bridges the divide between AI capabilities and human creativity, heralding a dynamic era where technology and artistry converge harmoniously.
7 Comments
As an industry we’re all wrestling with AI and the role that it plays in developing great creative & strategic work. But having it listed as an ingredient feels like a strange approach to it all. Next up do you start listing projects where you used Google? Or narrowing down how much of human generated work was made at work and how much at home?
Nice try, not sure this…Works.
@G-Unit – I think there is merit in this. It’s not the same as disclosing whether you used Google or did the work at home. There are so many copyright, confidentiality and ethical issues around the inputs and outputs of AI that disclosure is actually legally significant.
I understand the desire to be transparent, but is the “Original Human Thinking” trust mark needed?
It is either a concept and strategy borne solely from human ingenuity or it isn’t.
I don’t see the need for both.
AI is just the name for everything that doesn’t work properly yet. Once it works it’s not AI, it’s just ‘my iPhone camera’, Google docs, Spotify playlists, Figma and spell check.
Sooooooo….. will you be applying this to every image that comes out of Photoshop, what if a copywriter writes a first draft or chat’s with GPT for some brainstorming. AI will be everywhere, helping with everything.
When digital cameras came along did you make marks that said “shot on a digital camera” and a “shot on film”.
I can’t believe you are wasting your time doing this and not helping clients make the most of this technology.
Still I suppose you’ll use it to enter an award.
Agree. Genuinely laughed when I first saw this.
Step 1. Open Discord
Step 2. /imagine mediocre print ad from insufferably woke agency, art nouveau style, “original human thinking” watermark bottom left
Step 3. Post award spam on LinkedIn
What if it’s later discovered that the Original Human Thinking is plagiarised?