February 19, 2025 • 15 mins
What if GenAI Could Turn Anyone Into a Creative Director?
In this episode of “What If? So What?” host Jim Hertzfeld is joined by Chris Duffey, head of Global Partnerships, GenAI at Adobe, to discuss the transformative power of Generative AI and Adobe’s innovative product, Firefly.
Chris shares his insights on how GenAI revolutionizes creativity across industries, enabling marketers, creatives, and businesses to unlock infinite possibilities. They explore Adobe Firefly's groundbreaking features, including text-to-image, text-to-video, custom content models, and APIs that empower scalability.
The conversation delves into the evolving role of CMOs in an AI-native world, the importance of responsible AI practices, and how technology is driving a renaissance in creativity.
Don’t miss this thought-provoking discussion that redefines the future of marketing and innovation.
Chris Duffey Chris Duffey is a leading AI and digital innovation expert, spearheading Adobe's Global Partnerships for AI Solutions. With 25+ years shaping the future of digital experiences, his work has captured the attention of over 300+ global media outlets, and he serves on industry boards, including the ANA, AdCouncil, CTA, and the UN AI Council. An award-winning author, Chris wrote Superhuman Innovation, the first book co-authored by AI about AI in 2019, which BOOKAUTHORITY named one of the best product innovation books of all time. In 2023, Chris published Decoding the Metaverse: Expand Your Business. He has been named to Ad Age's Tech Power List and CIO’s 10 Business Leaders Transforming Industries. A sought-after keynote speaker, his insights have reached millions worldwide, with coverage in Business Insider, Wall Street Journal, and Access Hollywood.
Follow Chris - https://www.linkedin.com/in/chrisduffeycreativeai/
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Chris Duffey (00:05):
My hope and hypothesis is the CMO the
marketer, is going to be thecentral source of truth for a
business.
Agentic AI we have thecapability to create faster,
more insightful and have afaster round trip of
(00:27):
in-marketplace performance andhave that data come back to not
only inform marketingdisciplines but also the product
, the sales and so on, and so Ithink we're going to see
increased value of marketersgoing forward because of
generative AI and agentic AI.
Jim Hertzfeld (00:44):
Welcome to what If so what, the podcast where we
explore what's possible withdigital and discover how to make
it real in your business.
I'm your host, jim Hertzfeld,and we get shit done by asking
digital leaders the rightquestions what, if so what?
And, most importantly now, what?
So I'm very excited today tohave Chris Duffy on the podcast.
Chris leads global partnershipsfor Gen AI for Adobe.
(01:05):
Chris, welcome to what If sowhat Great to be here, jim,
great to reconnect.
So, chris, give us a backgroundon your focus at Adobe.
I know you've done a lot inyour career, so what is your
focus now and what brought youto this role within?
Chris Duffey (01:18):
Adobe An exciting journey from a long-term
perspective, but even more sofrom the last 12 months or so.
It's been a wonderful journeyin terms of the adoption of
generative AI specifically intothe marketing realm, and we're
seeing that it truly isunleashing, unlocking infinite
(01:38):
possibilities for everyoneacross the entire content supply
chain Everyone from themarketers to the agencies, to
the media suppliers, and it'sreally I don't say too gently,
but it's quite exciting to seethe transformation that is
happening across the industry.
So, specifically, my focus ison a newer offering at Adobe
(01:59):
called Adobe Firefly, and if youhaven't played with it, I know
you and your team have, but ifsome of the listeners haven't
really encourage everyone totake it for a spin, I was on it
last night with one of our newbeta products, adobe Firefly
Video, and so it's really a textprompt that you can generate
video out of, and it really isquite exciting.
(02:20):
I don't think I've been thatexcited since I first got
introduced to Photoshop 25 yearsor so ago, and so Firefly you
can think of in terms of threeor four pillars, the first being
a product in of itself.
If you go to fireflyadobecom,you can go there and do some
text prompting for imagegeneration, video generation
(02:41):
We've got some beta products interms of 3D generation.
The next one is an extension ofthat.
We call it Firefly custommodels, and that allows
customers to upload their ownprivate library of content or
data, and so then the systemtrains off that data in a
firewall environment, so theoutputs are very customized.
(03:04):
And then thirdly, more recently, is Firefly services, and
essentially you can think of itas APIs for that last mile in
terms of production capabilities, and now you can create in the
hundreds of thousands ofvariations with these APIs.
We have about 25 to 30 inmarket right now and those
(03:26):
really unlock the possibility ofscalability.
In addition to that, the fourthpillar would be something we
call content credentials.
It's part of a broaderindustry-wide initiative which
is the CAI, the ContentAuthenticity Initiative, and so
that is comprised with hardwarecompanies, software companies
(03:47):
and media companies, maybe 3,000or so.
You can think of it in terms ofalmost a digital nutritional
label where you can see,embedded into the content that's
getting generated, how it wastrained, how it was augmented,
how it was distributed, andwe're getting very close to how
it performed as well.
Jim Hertzfeld (04:07):
We'll get into some of that.
This is a great time to be inthis space and it's great to
hear that you've landed here andespecially given more of your
history and the agency world andthe media world, right, so you
mentioned Photoshop 25 years ago.
That was a great product backthen.
And with these opportunitiescome new concerns.
You know, like I saw this quotenot too recently, like the guy
(04:27):
who invented the airplane alsoinvented the airplane crash.
You know it's kind of morbidbut yeah, it does create some
new responsibilities.
I think we'll touch on that andthat that lineage is kind of
important.
I didn't know that was part ofthe product suite, you know.
It kind of brings me to thisquestion and I was talking to an
analyst the other day aboutdigital native companies or
becoming, you know, transformingor giving birth to AI native
(04:48):
companies, or giving birth to AInative companies.
So I think for a long time, youknow, whether it's D2C,
direct-to-consumer commerce, youknow, and these sort of digital
native companies that kind ofsprung up or digital native
banking, but that certainlyaffected the CMO's role right
for a long time and I feel we'reon, you know, over a decade
into this sort of I don't knowwhat we're up to now, but maybe
a Web 2.0 or age of the customeror customer centricity and
(05:09):
digital first is reallydominated.
I think a lot of CMO prioritiesway beyond just sort of the
brand or brand marketing andevolved performance marketing as
well.
I'm intrigued by this idea oflike an AI native business or an
AI native company.
Do you see kind of that samesort of transformation and how
do you see that affecting themarketer's role or the CMO's
(05:30):
role within a brand?
Chris Duffey (05:31):
Yeah, it's a wonderful insight which I fully
agree In many ways.
We've been here before with theintroduction of newer
technologies over the lastnumber of years, and there is a
pattern every 10 or so years weget introduced to a new
technology.
We have the mobile revolution,we have the social revolution
(05:51):
and, to your point, we are nowalready deep into the AI
revolution.
I would also offer.
There's stages of AI.
We started out withprobabilistic or predictive AI,
which quickly gave birth togenerative.
(06:18):
Many are now identifying thatwe're even moving beyond
generative or adding on to thegenerative area into agentic AI,
which is a more proactive usecase for AI.
And so, with all that said, Ithink the implications on
marketing and, more specifically, cmos is much like those
previous technologies.
They did slightly change thecapabilities and the roles of
the CMO and the marketer and thecreatives and the agencies.
Much like that.
We are seeing an evolution ofthe CMO.
(06:39):
Specifically, my hope andhypothesis is the CMO, the
marketer, is going to be thecentral source of truth for a
business, and so what I mean bythat is it is now going to house
all of the insights becausewith generative AI and agentic
AI, we have the capability tocreate faster, more insightful
(07:01):
and have a faster round trip ofin marketplace performance and
have that data come back to notonly inform marketing
disciplines but also the product, the sales and so on.
And so I think we're going tosee an increased value of
marketers going forward becauseof generative AI and agentic AI.
Jim Hertzfeld (07:20):
That's a great point.
We've been kind of seeing thesame thing as more products
become connected.
You know whether it's kind ofan ambient computing or passive
computing in a retailer, or it'sa shop floor that's collecting
all kinds of data, or it's theproduct itself that is phoning
home.
To kind of go back to a reallyold phrase, like it's more data
about customer behavior, maybecustomer intent, and so how we
(07:42):
utilize that to personalize whatconsumers or what end users are
looking for.
I remember talking to otherCMOs like, boy, you're going to
have a real content problembecause if you're going to
personalize, you have to have apersonalized message.
And I think this solves a lotof those problems right In terms
of production.
Chris Duffey (08:00):
I think you raised it earlier with the
introduction of new technologies, also introduces new
considerations andcontemplations.
What is the optimal tech stack,which I'm heavily focused on?
What are the implications ofthat technology on the current
state and future state ofprocesses?
And then, how does thatultimately inform better
(08:22):
go-to-market strategies, informthe product in of itself, the
sales cycle and so on, and so itreally is having a foundational
impact on businesses globally.
I've been almost evolving myterminology from transformation
to reinvention, because itreally is reinventing businesses
(08:43):
from the ground up, goingforward.
Jim Hertzfeld (08:44):
Well, that's why I'm intrigued by this comment I
heard the other day.
You know, ai native, you know,I think, okay, I get to start
thinking about it that way.
I think I was sort ofintuitively thinking about it,
but you're right, it's sort ofstopping starting over again.
This content supply chain orthis interaction could be AI
driven, instead of we'reguessing, we're putting teams
together, doing research, hopingthat it's going to pan out, you
(09:05):
know, in a few months, and nowwe have an AI native company can
automate those processes rightIn seconds, potentially.
So the organizations you'retalking to, the customers you're
talking to, when you sort ofrank maybe a couple of the
problems that they're trying tosolve, sort of in business terms
, you know, are they trying tobe better?
Are they trying to be faster?
Are they trying to be cheaper?
There's more to life thanbetter, faster, cheaper.
(09:25):
But what are you hearing issort of the reasons why this
adoption is taking place.
Are they there yet?
Are they just stillexperimenting, or do you think
there are specific businessproblems or marketing problems
that you find customers arelooking to solve with some of
these solutions?
Chris Duffey (09:39):
Absolutely, and obviously there's a spectrum
across the industries, but Ithink things have evolved very
quickly over the last 24 months.
But I think things have evolvedvery quickly over the last 24
months.
We almost took a page from thedigital transformation, where we
tried to apply it to existingframeworks and processes within
the first few months a couple ofyears ago.
(10:00):
That now has expanded andmatured into a more fundamental
consideration for the ingestionof AI, and so what we've seen
over the last 12 months or so isthe need to map out a three to
five year AI vision and thenreverse engineer to get to that
vision across all aspects andlayers of a business.
(10:23):
So I would say that is probablyfirst and foremost for
industries currently.
The second big vector ofconsideration is then, as you
pointed out, the need forresponsible AI, and that has
multiple considerations in termsof how do you use, how do you
build different models, whetherit be LLMs, whether it be your
(10:47):
own proprietary data, and so on,and so there's a continuous
need to optimize for responsibleAI.
In parallel, I've been veryheartened to see that the public
and private sector areconverging in.
That gap, which hastraditionally been a bit broad,
is really coming closer together.
There's some great work comingout of Utah.
(11:08):
The senator there is buildingan incubator where unusual use
cases that kind of color outsideof the lines he's built an
incubator where you can bringthose challenges and work
together to help create thepolicy.
The senator from Texas hasoffered a safe space or a safe
room almost, where you canshowcase the use case to them
(11:32):
and then he can give someguidance within a 30-day grace
period, and so I think those arereally wonderful indications of
how the public and privatesector are working together.
The third aspect then isthere's an element of I don't
know what I don't know, or Ican't imagine what I can't
imagine, and so there is a needfor continuous upskilling in
(11:55):
terms of what are the currentcapabilities of the technology
and then how do I apply that andabsorb that within the
organization.
So I would say those areprimarily the three things that
we're seeing universally acrossuse cases and industries.
Jim Hertzfeld (12:11):
That's interesting.
I mean, I think one of thethings that we've done is we're
building and we've seen a coupleof instances it's just a prompt
library.
We found that that's just thekind of tier I don't know.
What I don't know is kind ofintroducing people to just
fundamental prompts.
You know, the most simplisticthings we found can really very
quickly orient someone to what'spossible with generative ad,
because there's still thisconcept like, for example,
(12:33):
choosing a headline.
Right, so read this and tell mea good headline.
I usually write the headlineand then I write the copy, you
know.
So just turning that aroundsometimes is the only trigger
people need to kind of get thethoughts going and we see that a
lot and I love this idea behindresponsible sort of I don't
know what to call it, I'm goingto call it a responsibility lab.
But that's a great idea, kind ofgetting ahead of some of these
problems.
And I'm kind of drawn to likethe trolley problem.
(12:55):
Right, people aren't familiarwith that.
It's common among autonomousvehicles and robotics.
How does the machine choosewhat to do next?
Right, do they save thepassengers or save the poor
souls on the sidewalk or on therailroad track?
So it sounds like that's a wayto kind of get in front of those
things.
No pun intended, but that'sinteresting and kind of a novel
way of doing things.
Chris Duffey (13:15):
Jim, you bring up a number of wonderful points.
The first one really I thinktouches on maybe one of the big
concerns across the marketingand creative industry is the
impact on the craft ofcreativity, and I think you
highlighting the prompting is awonderful example of how the
skill set is being transformedfrom the craft traditionally
(13:38):
over to a new form of creativity.
I think, creatives, there'sgoing to be a renaissance in
terms of language, becauseadjectives can really have a
profound effect.
The adjectives that you usewithin the prompt can really
dictate the outcome, and so Ithink artists are going to
hopefully re-fall in love withthe art of language on how it
(14:00):
can impact creativity goingforward.
Jim Hertzfeld (14:03):
So if you're an English major, maybe you need to
rethink your dream to write thegreat American novel.
You just need to start drawingout films and imagery with
Firefly.
So that's a great point.
It's not just thinking aboutthe solution, it's thinking
about how you approach theproblem differently, so that's
great.
Any kind of final thought forfolks?
I have an idea on something,having listened to this.
We love to give people onething that they can go do when
(14:25):
they get back to their phone orsafely in front of a screen.
What's one piece of advice?
If you're in a creative role oryou rely on a creative team,
what's one piece of advice orone thing they could do today?
Chris Duffey (14:36):
I'd really advocate for this creator
mindset.
In many ways, technology wasstill somewhat of a heavy lift
in terms of adoption.
The technology is there now.
Really unleash your creativity,your creator mindset, and feel
free to get out there and startcreating new products, new
(14:57):
marketing programs.
It really frees up, ultimately,opportunities.
So I think we're entering thegolden age of creativity and
invention going forward.
Jim Hertzfeld (15:06):
That's great to hear.
I love that sort ofdemocratization of finding kind
of the inner creator.
So, chris, it's great, I reallyappreciate you joining us and
one of the things, I'm going togo out and spend a little more
time with Firefly, so Iappreciate you joining.
Thanks, chris, thanks forhaving me.
Speaker 3 (15:21):
You've been listening to What if?
So What?
A digital strategy podcast fromPerficient with Jim Hertzfeld.
We want to thank our Perficientcolleagues JD Norman and Rick
Bauer for our music.
Subscribe to the podcast anddon't miss a single episode.
You can find this season, alongwith show notes, at Perficient.
com.
Thanks for listening.
My hope and hypothesis is the CMO the
marketer, is going to be thecentral source of truth for a
business.
Agentic AI we have thecapability to create faster,
more insightful and have afaster round trip of
(00:27):
in-marketplace performance andhave that data come back to not
only inform marketingdisciplines but also the product
, the sales and so on, and so Ithink we're going to see
increased value of marketersgoing forward because of
generative AI and agentic AI.
Jim Hertzfeld (00:44):
Welcome to what If so what, the podcast where we
explore what's possible withdigital and discover how to make
it real in your business.
I'm your host, jim Hertzfeld,and we get shit done by asking
digital leaders the rightquestions what, if so what?
And, most importantly now, what?
So I'm very excited today tohave Chris Duffy on the podcast.
Chris leads global partnershipsfor Gen AI for Adobe.
(01:05):
Chris, welcome to what If sowhat Great to be here, jim,
great to reconnect.
So, chris, give us a backgroundon your focus at Adobe.
I know you've done a lot inyour career, so what is your
focus now and what brought youto this role within?
Chris Duffey (01:18):
Adobe An exciting journey from a long-term
perspective, but even more sofrom the last 12 months or so.
It's been a wonderful journeyin terms of the adoption of
generative AI specifically intothe marketing realm, and we're
seeing that it truly isunleashing, unlocking infinite
(01:38):
possibilities for everyoneacross the entire content supply
chain Everyone from themarketers to the agencies, to
the media suppliers, and it'sreally I don't say too gently,
but it's quite exciting to seethe transformation that is
happening across the industry.
So, specifically, my focus ison a newer offering at Adobe
(01:59):
called Adobe Firefly, and if youhaven't played with it, I know
you and your team have, but ifsome of the listeners haven't
really encourage everyone totake it for a spin, I was on it
last night with one of our newbeta products, adobe Firefly
Video, and so it's really a textprompt that you can generate
video out of, and it really isquite exciting.
(02:20):
I don't think I've been thatexcited since I first got
introduced to Photoshop 25 yearsor so ago, and so Firefly you
can think of in terms of threeor four pillars, the first being
a product in of itself.
If you go to fireflyadobecom,you can go there and do some
text prompting for imagegeneration, video generation
(02:41):
We've got some beta products interms of 3D generation.
The next one is an extension ofthat.
We call it Firefly custommodels, and that allows
customers to upload their ownprivate library of content or
data, and so then the systemtrains off that data in a
firewall environment, so theoutputs are very customized.
(03:04):
And then thirdly, more recently, is Firefly services, and
essentially you can think of itas APIs for that last mile in
terms of production capabilities, and now you can create in the
hundreds of thousands ofvariations with these APIs.
We have about 25 to 30 inmarket right now and those
(03:26):
really unlock the possibility ofscalability.
In addition to that, the fourthpillar would be something we
call content credentials.
It's part of a broaderindustry-wide initiative which
is the CAI, the ContentAuthenticity Initiative, and so
that is comprised with hardwarecompanies, software companies
(03:47):
and media companies, maybe 3,000or so.
You can think of it in terms ofalmost a digital nutritional
label where you can see,embedded into the content that's
getting generated, how it wastrained, how it was augmented,
how it was distributed, andwe're getting very close to how
it performed as well.
Jim Hertzfeld (04:07):
We'll get into some of that.
This is a great time to be inthis space and it's great to
hear that you've landed here andespecially given more of your
history and the agency world andthe media world, right, so you
mentioned Photoshop 25 years ago.
That was a great product backthen.
And with these opportunitiescome new concerns.
You know, like I saw this quotenot too recently, like the guy
(04:27):
who invented the airplane alsoinvented the airplane crash.
You know it's kind of morbidbut yeah, it does create some
new responsibilities.
I think we'll touch on that andthat that lineage is kind of
important.
I didn't know that was part ofthe product suite, you know.
It kind of brings me to thisquestion and I was talking to an
analyst the other day aboutdigital native companies or
becoming, you know, transformingor giving birth to AI native
(04:48):
companies, or giving birth to AInative companies.
So I think for a long time, youknow, whether it's D2C,
direct-to-consumer commerce, youknow, and these sort of digital
native companies that kind ofsprung up or digital native
banking, but that certainlyaffected the CMO's role right
for a long time and I feel we'reon, you know, over a decade
into this sort of I don't knowwhat we're up to now, but maybe
a Web 2.0 or age of the customeror customer centricity and
(05:09):
digital first is reallydominated.
I think a lot of CMO prioritiesway beyond just sort of the
brand or brand marketing andevolved performance marketing as
well.
I'm intrigued by this idea oflike an AI native business or an
AI native company.
Do you see kind of that samesort of transformation and how
do you see that affecting themarketer's role or the CMO's
(05:30):
role within a brand?
Chris Duffey (05:31):
Yeah, it's a wonderful insight which I fully
agree In many ways.
We've been here before with theintroduction of newer
technologies over the lastnumber of years, and there is a
pattern every 10 or so years weget introduced to a new
technology.
We have the mobile revolution,we have the social revolution
(05:51):
and, to your point, we are nowalready deep into the AI
revolution.
I would also offer.
There's stages of AI.
We started out withprobabilistic or predictive AI,
which quickly gave birth togenerative.
(06:18):
Many are now identifying thatwe're even moving beyond
generative or adding on to thegenerative area into agentic AI,
which is a more proactive usecase for AI.
And so, with all that said, Ithink the implications on
marketing and, more specifically, cmos is much like those
previous technologies.
They did slightly change thecapabilities and the roles of
the CMO and the marketer and thecreatives and the agencies.
Much like that.
We are seeing an evolution ofthe CMO.
(06:39):
Specifically, my hope andhypothesis is the CMO, the
marketer, is going to be thecentral source of truth for a
business, and so what I mean bythat is it is now going to house
all of the insights becausewith generative AI and agentic
AI, we have the capability tocreate faster, more insightful
(07:01):
and have a faster round trip ofin marketplace performance and
have that data come back to notonly inform marketing
disciplines but also the product, the sales and so on.
And so I think we're going tosee an increased value of
marketers going forward becauseof generative AI and agentic AI.
Jim Hertzfeld (07:20):
That's a great point.
We've been kind of seeing thesame thing as more products
become connected.
You know whether it's kind ofan ambient computing or passive
computing in a retailer, or it'sa shop floor that's collecting
all kinds of data, or it's theproduct itself that is phoning
home.
To kind of go back to a reallyold phrase, like it's more data
about customer behavior, maybecustomer intent, and so how we
(07:42):
utilize that to personalize whatconsumers or what end users are
looking for.
I remember talking to otherCMOs like, boy, you're going to
have a real content problembecause if you're going to
personalize, you have to have apersonalized message.
And I think this solves a lotof those problems right In terms
of production.
Chris Duffey (08:00):
I think you raised it earlier with the
introduction of new technologies, also introduces new
considerations andcontemplations.
What is the optimal tech stack,which I'm heavily focused on?
What are the implications ofthat technology on the current
state and future state ofprocesses?
And then, how does thatultimately inform better
(08:22):
go-to-market strategies, informthe product in of itself, the
sales cycle and so on, and so itreally is having a foundational
impact on businesses globally.
I've been almost evolving myterminology from transformation
to reinvention, because itreally is reinventing businesses
(08:43):
from the ground up, goingforward.
Jim Hertzfeld (08:44):
Well, that's why I'm intrigued by this comment I
heard the other day.
You know, ai native, you know,I think, okay, I get to start
thinking about it that way.
I think I was sort ofintuitively thinking about it,
but you're right, it's sort ofstopping starting over again.
This content supply chain orthis interaction could be AI
driven, instead of we'reguessing, we're putting teams
together, doing research, hopingthat it's going to pan out, you
(09:05):
know, in a few months, and nowwe have an AI native company can
automate those processes rightIn seconds, potentially.
So the organizations you'retalking to, the customers you're
talking to, when you sort ofrank maybe a couple of the
problems that they're trying tosolve, sort of in business terms
, you know, are they trying tobe better?
Are they trying to be faster?
Are they trying to be cheaper?
There's more to life thanbetter, faster, cheaper.
(09:25):
But what are you hearing issort of the reasons why this
adoption is taking place.
Are they there yet?
Are they just stillexperimenting, or do you think
there are specific businessproblems or marketing problems
that you find customers arelooking to solve with some of
these solutions?
Chris Duffey (09:39):
Absolutely, and obviously there's a spectrum
across the industries, but Ithink things have evolved very
quickly over the last 24 months.
But I think things have evolvedvery quickly over the last 24
months.
We almost took a page from thedigital transformation, where we
tried to apply it to existingframeworks and processes within
the first few months a couple ofyears ago.
(10:00):
That now has expanded andmatured into a more fundamental
consideration for the ingestionof AI, and so what we've seen
over the last 12 months or so isthe need to map out a three to
five year AI vision and thenreverse engineer to get to that
vision across all aspects andlayers of a business.
(10:23):
So I would say that is probablyfirst and foremost for
industries currently.
The second big vector ofconsideration is then, as you
pointed out, the need forresponsible AI, and that has
multiple considerations in termsof how do you use, how do you
build different models, whetherit be LLMs, whether it be your
(10:47):
own proprietary data, and so on,and so there's a continuous
need to optimize for responsibleAI.
In parallel, I've been veryheartened to see that the public
and private sector areconverging in.
That gap, which hastraditionally been a bit broad,
is really coming closer together.
There's some great work comingout of Utah.
(11:08):
The senator there is buildingan incubator where unusual use
cases that kind of color outsideof the lines he's built an
incubator where you can bringthose challenges and work
together to help create thepolicy.
The senator from Texas hasoffered a safe space or a safe
room almost, where you canshowcase the use case to them
(11:32):
and then he can give someguidance within a 30-day grace
period, and so I think those arereally wonderful indications of
how the public and privatesector are working together.
The third aspect then isthere's an element of I don't
know what I don't know, or Ican't imagine what I can't
imagine, and so there is a needfor continuous upskilling in
(11:55):
terms of what are the currentcapabilities of the technology
and then how do I apply that andabsorb that within the
organization.
So I would say those areprimarily the three things that
we're seeing universally acrossuse cases and industries.
Jim Hertzfeld (12:11):
That's interesting.
I mean, I think one of thethings that we've done is we're
building and we've seen a coupleof instances it's just a prompt
library.
We found that that's just thekind of tier I don't know.
What I don't know is kind ofintroducing people to just
fundamental prompts.
You know, the most simplisticthings we found can really very
quickly orient someone to what'spossible with generative ad,
because there's still thisconcept like, for example,
(12:33):
choosing a headline.
Right, so read this and tell mea good headline.
I usually write the headlineand then I write the copy, you
know.
So just turning that aroundsometimes is the only trigger
people need to kind of get thethoughts going and we see that a
lot and I love this idea behindresponsible sort of I don't
know what to call it, I'm goingto call it a responsibility lab.
But that's a great idea, kind ofgetting ahead of some of these
problems.
And I'm kind of drawn to likethe trolley problem.
(12:55):
Right, people aren't familiarwith that.
It's common among autonomousvehicles and robotics.
How does the machine choosewhat to do next?
Right, do they save thepassengers or save the poor
souls on the sidewalk or on therailroad track?
So it sounds like that's a wayto kind of get in front of those
things.
No pun intended, but that'sinteresting and kind of a novel
way of doing things.
Chris Duffey (13:15):
Jim, you bring up a number of wonderful points.
The first one really I thinktouches on maybe one of the big
concerns across the marketingand creative industry is the
impact on the craft ofcreativity, and I think you
highlighting the prompting is awonderful example of how the
skill set is being transformedfrom the craft traditionally
(13:38):
over to a new form of creativity.
I think, creatives, there'sgoing to be a renaissance in
terms of language, becauseadjectives can really have a
profound effect.
The adjectives that you usewithin the prompt can really
dictate the outcome, and so Ithink artists are going to
hopefully re-fall in love withthe art of language on how it
(14:00):
can impact creativity goingforward.
Jim Hertzfeld (14:03):
So if you're an English major, maybe you need to
rethink your dream to write thegreat American novel.
You just need to start drawingout films and imagery with
Firefly.
So that's a great point.
It's not just thinking aboutthe solution, it's thinking
about how you approach theproblem differently, so that's
great.
Any kind of final thought forfolks?
I have an idea on something,having listened to this.
We love to give people onething that they can go do when
(14:25):
they get back to their phone orsafely in front of a screen.
What's one piece of advice?
If you're in a creative role oryou rely on a creative team,
what's one piece of advice orone thing they could do today?
Chris Duffey (14:36):
I'd really advocate for this creator
mindset.
In many ways, technology wasstill somewhat of a heavy lift
in terms of adoption.
The technology is there now.
Really unleash your creativity,your creator mindset, and feel
free to get out there and startcreating new products, new
(14:57):
marketing programs.
It really frees up, ultimately,opportunities.
So I think we're entering thegolden age of creativity and
invention going forward.
Jim Hertzfeld (15:06):
That's great to hear.
I love that sort ofdemocratization of finding kind
of the inner creator.
So, chris, it's great, I reallyappreciate you joining us and
one of the things, I'm going togo out and spend a little more
time with Firefly, so Iappreciate you joining.
Thanks, chris, thanks forhaving me.
Speaker 3 (15:21):
You've been listening to What if?
So What?
A digital strategy podcast fromPerficient with Jim Hertzfeld.
We want to thank our Perficientcolleagues JD Norman and Rick
Bauer for our music.
Subscribe to the podcast anddon't miss a single episode.
You can find this season, alongwith show notes, at Perficient.
com.
Thanks for listening.
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