Digital future of effective creativity with human emotions in the spotlight

Is AI a technological innovation of ’the Evil’ or ’the Good’? What comprises creative effectiveness? How can one authentically address sustainability? Why are emotions pivotal in communication during this technology-driven era?

AI emerged as a prominent theme this year, permeating every festival presentation in various capacities. It served as a central topic, featured in illustrative use cases, and speakers emphasized the enduring significance of traditional values.

Golden Drum maintained a neutral stance on the polarizing AI issue. Amidst a spirited debate, where proponents and critics presented compelling arguments, the decision was deferred to the audience, which, by a narrow margin, inclined towards the optimistic potential of AI.

During Amy Rodgers' (Head of Content at WARC Creative) presentation, a thought-provoking insight emerged: alongside emotion, novelty, and distinctiveness, longevity surfaced as a pivotal pillar of creative efficiency, which is interesting if we consider that we can hear nothing but that things are rapidly changing. Research has additionally demonstrated that creative award-winning works consistently yield markedly superior efficiency indicators compared to those with fewer or no awards.

Dániel Kabai, Head of Strategy at Netflix, offered inspiring instances of targeted communication through Netflix content covers and demonstrated how defying conventional trailer norms can yield impressive outcomes.

A vivid conversation unfolded around sustainability and its susceptibility to greenwashing. Today, mere dialogue falls short; brands must take tangible actions to genuinely incorporate sustainability into their messaging and commitments, lest they rapidly erode their eco-friendly credibility.

Why, amidst astonishing technological innovations, should we not forget about emotions? Why has it resurged as a focal point in 2023 for communication? In response, consider this quote from Maya Angelou, the closing sentiment shared by two festival speakers: 'People will forget what you said, people will forget what you did, but people will never forget how you made them feel.'

Andrea Horváth

Co-Creative Director

Café COmmunications