It couldn’t have been any different.
Generative Artificial Intelligence dominated several stages at Web Summit Rio 2023, considered the world’s largest technology and innovation event. The first edition held in South America also made room for discussions about creativity. Yes, creativity in the new era of AI…
At times, the debate around AI focused on its potential impacts on work as we know it today, across a wide range of industries. At others, speakers shared how the technology was already being tested and incorporated to achieve greater scale and productivity. The highlight was a live, real-time demonstration of how the tool makes it possible to create an app in exactly 18 minutes _ on the event’s main stage, before the eyes of three thousand people!
It was fascinating to listen and piece together a broader picture of the subject from such varied perspectives and experiences, shared by engineers, programmers, designers, journalists, advertising professionals, and creators. The first two groups were, of course, enthusiastic about the new technological paradigm that generative AI is set to establish. The others emphasized the warning that creativity, critical thinking, and human connections will increasingly become sources of value creation and differentiation for companies and professionals.
In other words, the bar is going to be raised considerably. “Those who know how to use AI better than we do could take our jobs,” warned Alex Collmer, CEO of the startup VidMob. Just as we heard at SXSW in Austin last March, the way forward is to learn and define how to use it transparently, incorporating its benefits without giving up our logical reasoning skills or the final say.
ChatGPT
During the panel “Will ChatGPT Kill Journalism?”, moderator Steve Clemons – editor of the American news website Semafor – opened the session by asking the tool itself, which treated us to a “no” in a muddled response filled with clichés. He then invited his fellow panelists to discuss the use of ChatGPT in producing journalistic content.
“I see AI as an assistant, something we can delegate repetitive tasks to. But we need to discuss ethical standards for its use,” said Laura Bonilla, editor at the AFP news agency in Latin America, emphasizing: “Accuracy is everything in journalism. People need to have the final say.” Greg Williams, editorial director of Wired magazine, was emphatic: “ChatGPT has no relationship with the truth. It draws its information from the internet, where there is a great deal of misinformation.”
“As the saying goes, what doesn’t kill us makes us stronger. The unique qualities that only professionals possess will stand out. Their perspectives, critical thinking, the sources each journalist has, their relationships,” noted Paula Mageste, CEO of Editora Globo Condé Nast.
Creativity
Discussions were also lively regarding the impacts on creative processes in communication and marketing. Even across different stages, speakers ultimately converged on the same idea: creativity is about human connection, about building unique and emotionally meaningful bonds. Embracing the new possibilities offered by emerging technologies? Absolutely! But believing that these technologies alone will deliver the solutions? No!
“Creativity is about putting people at the center, about thinking of what could be, what should be,” said Australian David Droga, CEO of Accenture Song and founder of the agency Droga5, who received a standing ovation when he declared: “Logical people make the world go round. Creative people make the world worth living in!” Creativity extending far beyond communication.
Brian Collins, one of the world’s most respected designers, put it into context: “Creativity always finds a way (in the face of new technologies).” Charismatic, he engaged the audience by tossing candies to those seated in the front rows _ in the style of Chacrinha, the legendary Brazilian television entertainer _ to reinforce his point that digital technology cannot be the only way to create a unique moment of interaction between people.
Diversity & inclusion
Meanwhile, Lia Rizzo, journalist and co-founder of the Tempo de Mulher network, brought an essential dimension to any discussion about evolution and innovation during another panel: “Creativity is connection. And that’s why it involves diversity and inclusion.”
It was extremely important to see and hear so many powerful female voices at Web Summit Rio 2023. We cannot end this article without also mentioning young Indigenous leader Txai Suruí, who advocated for combining ancestral knowledge with technology to protect forests and the climate. Or entrepreneur, journalist, and activist Monique Evelle, who called for pay equity for underrepresented groups in the creator economy.
Female participation in the audience was also significant for a technology event, certainly boosted by initiatives such as Women in Tech, which offered tickets at a 75% discount. However, the predominantly white presence at the stands and among attendees left a major challenge to be addressed at the next edition of Web Summit Rio, already announced for April 2024.
Carina Almeida, Adryana Almeida, and Bianca Arman, who ran the Web Summit Rio marathon
