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September 30, 2019 - Strategy

Technology and creativity : is it one or the other?

As human beings, we’re wired to make sense of our reality through stories and narratives. Storytelling has always been a major part of how we communicate with each other and how we build communities. And that’s (among others) related to how our brains work — research shows that we’re more likely to remember and internalize information that’s conveyed in a story. Put simply, creating and sharing stories is something intrinsically human. In the increasingly digitalized communication landscape, where convenience becomes central and automation of processes is the norm, a human touch may seem to be fading out. Especially in conversations around AI, we get to hear that technology is killing creativity — the main driver behind stories. But let’s take a step back — does it really mean that it has to be one or the other?

Go digital, stay human

Even if the process is automated, the human aspect should still shine through. One of the good examples is building a chatbot or a virtual assistant, where the cooperation between developers, copywriters and strategists is necessary to achieve the perfect result. 

Chatbots shouldn’t just be able to provide the right answers, but also show personality. All those little quirks, filling phrases and maybe even humour (depending on the type of service they provide) that can transform the entire experience into more immersive and enjoyable. And that’s not just a fun gimmick, but a key competitive advantage. Think of Siri and Alexa — apart from functionalities, it’s the personality that sets them worlds apart from basic assistance bots.

Meet bBot, a banking chatbot we built for Belfius

Enable your stories 

Technology isn’t a goal in itself, but a set of tools, an extension of our senses. Seen this way, it enhances our possibilities, allowing us to convey the same story in endless possible ways. And sometimes, technology enables us to democratize content by making stories accessible to all. 

As seen in the project of Google Cloud and The New York Times — thanks to the digitalization of millions of photos stored in the dusty basement archives of TNYT, global audiences gained access not only to fascinating photos but also to the stories behind them. Thanks to smart algorithms, the platform recognizes key elements of an archived item and links pictures to streams of stories and related topics for each image. An endless historical and sentimental journey. It’s also a great example of how a company with a strong heritage built on traditional analogue media can incorporate digital solutions in a way that doesn’t overshadow, but enhances its core purpose and values.

Stay on top of things

Individuals, brands and organizations get unlimited opportunities and advanced tools that allow them to express themselves. To tell their own story. But how effectively do they use these tools? It’s a challenge to stay on top of technological developments. Novelties continue to show up, which requires updating skills and knowledge on a regular basis. It’s not always easy, especially in a bigger business structure.


“One thing is clear, though. Both creativity and technology are indispensable for today’s brands. ”

One thing is clear, though. Both creativity and technology are indispensable for today’s brands. The first one is necessary to become more than a faceless service or product provider. In the day of automation of services and saturation of markets, it’s creative storytelling that allows us to connect with audiences on a deeper level. Why? Paradoxically, it may just be because of widespread access to technology.

Engage through stories

For individuals who are constantly connected, with unlimited access to knowledge and lifestyle influences flowing towards them from all sides, the need for outstanding stories is bigger than ever. People look for something to believe in and worth including in their own personal story. Enabling them to share and create content, connecting with like-minded members of their local and global communities. 

Today’s consumers are also publishers, with the possibility to communicate their insights, opinions and lifestyles on multiple social platforms. Creativity is key here, but it’s the medium that eventually shapes the message. That’s why it’s crucial for brands and companies to speak this language at least as fluently as their audiences do.

Apple, a world leading technology player, understands the balance between tech and creativity very well. They seamlessly marry these two elements in both their products and communication. Besides their short, functional videos presenting their latest tech solutions, they also invest in big productions that showcase strong creativity and storytelling.

The “Memory” video is an absurd, dramatized introduction to face recognition functionality in iPhoneX. Focusing on that relatable situation when you simply can’t remember the password you’ve just modified. Does it sound familiar? Chances are big you’ll share this story with friends, together with a ready solution offered by Apple.

Go for the best of both worlds

Stories need to be told creatively in order to be memorable and stand out. They need to be honest and believable. But first and foremost, relatable. Resonating with lifestyles of real people, and thanks to that — inspiring and engaging. And technology is exactly what makes it all possible. Thanks to it, we can bring our stories to the next level. 

Technology and creativity are not at odds with each other — they’re two sides of the same coin. And that’s why today’s brands and companies need to be able to smartly combine both.

Discover how we do it 

Eliza Kowal-Bourgonjon

Eliza Kowal-Bourgonjon

Creative Strategist

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