Creative industry challenges: IA and digital environmental impacts

In the last of our interviews in the Spotlight series, we discussed with Jon Pittham, MD in Karman Digital, Stéphanie FisherFounder of Hello Earth, James Lawton-HillDirector of marketing and agency, APS Group & Sam RowlandsDirector of Group Strategy at STM_GRP

We discussed their reflections on the challenges and opportunities they face and on the creative and digital industry of the coming year and there were remarkable problems for them:

Digital environmental impacts

Stonetics We launched with a few surprising facts on the environmental impact of the digital sector, did you know that:

Website, on average, generate 1.76 g of carbon emissions (CO2) per view per page. High traffic websites can equip the annual emissions from an average petrol car.

E-mail communications, in particular with attachments, can issue up to 50 g of CO2 per e-mail, making campaigns by e-mail an important contributor to carbon footprints.

Social media platforms, such as Instagram, contribute to digital carbon emissions, each photo download, which resulted in about 0.15 g of CO2e emissions per minute.

As Stonetics Said: “Given the world’s user population, digital carbon emissions now exceed those from the entire aviation sector, which makes the Internet one of the world’s largest carbon issuers.” To take up this challenge, companies like Hello Earth take action to reduce their digital carbon footprint. “This includes the identification of the main digital channels, the measurement and assessment of emissions, improving sustainability processes and collaboration with partners to compensate for the remaining emissions. shows.

IA

Recent research by McKinsey suggests that “generative AI is about to stimulate performance between sales and marketing, customer operations, software development, etc. But how do our contributors think it will have an impact on the creative and digital sector?

Jon believes that “the rise of AI presents both challenges and opportunities for the creative sector. Although it rations processes, allows better ideas and personalizes customer experiences, this also requires a change of skills, emphasizing creativity and strategy on routine tasks.

Sat Explain how they kiss AI, “we use AI to help human starting thought, develop copying and imagery, and using AI data information to allow ideas and strategies to be maintained… .IA can automate banal tasks, to develop production processes so that human accent can brill out when it comes to customer relationships. With AI – as if it were a third person in a creative team – to trigger a creative thought and even to achieve new creative possibilities, by providing new ways to show even greater concepts and explorations of visual ideas. »»

IA and labor

There is no doubt that the AI will have an impact on the workforce, so how do our contributors engage their own staff?

James said; “The APs have a working group on IA innovation which has reached more than 30 people in the company and who feed on the latest possibilities concerning the AI that we test and then seek to integrate to support the work of our client. The threat to people’s roles is understandable, but we aim to position this as one of the many tools to help our growth as an agency and the human element is always necessary at the heart of this activity. ”

And Sat? “STMGRP fully adopts the advantages and opportunities presented by AI. Our human human philosophy is designed to give our people a clear direction on the best way to use AI capabilities. Offer sessions for lunch and learn to transmit best practices – ensuring that the power of AI is used to all agency members, from account management to data analysts. »»

What skills need the next generation?

Jon Comments “It is not surprising that the next generation, like the one who seizes them, needs a mixture of technical skills and sweetness. It is important to look more and more about mastery of digital tools and platforms, data analysis and AI understanding. Fast engineering is already an essential skill!

Sat believes that “the industry is in a state of constant evolution by its very nature – this will only accelerate with the adoption of AI. It will not simply be simply to be a creative or qualified analyst – you must display high levels of initiative and have a state of mind that is comfortable, but these qualities are necessary. And partners.

Legislation

A last word on the AI of Jacques; “There is no doubt that AI will continue to have a great impact on creative industries, but rather than seeing it as a threat, it should be adopted and act as a catalyst so that agencies create excellent high -speed work for customers. Pushed to control this space, it is important that we ensure that the creative industry has a voice in these developments.

With a special thank you to our contributors for the spotlight # 3 Creative Industry Challenges – IA & Digital Environmental Impacts:

Jon Pittham, Managing Director, Karman Digital

Karman Digital specializes in businesses to free digital power on the HubSpot platform. Thanks to the generation of demand, income creation and customer experience tools and knowledge, they provide convincing results to meet the evolution of their customers.

Stephanie Fisher, founder of Hello Earth

Hello Earth is an award -winning commerce sales agency specializing in high -performance strategies for socially responsible brands. They exploit digital marketing to generate exceptional results while defending a better future.

James Lawton-Hill, director of marketing and agencies, APS group

The APS work with their customers to make more possible thanks to engaging digital content and creative outings through printing, animation, video or digital.

Sam Rowlands, Director of Group Strategy, STM_GRP

Shoot The Moon is a brand agency with several studios covering the North, leading commitments thanks to strategic insight, creation, digital, social, photography and video.

Take advantage of this article? Take a look at The future of video and animation

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