Nick Law is the Global Creative Strategy and Experience Lead at Accenture Song.
At the Intersections event in Milan, Law presented “Creativity at the Intersection”, exploring the evolving role of creativity in the age of artificial intelligence and how humans can remain essential in creative work. He identified three key principles for using creativity effectively in a rapidly changing technological landscape.
The first principle is understanding the mechanisms of creativity through the lens of two complementary forms of human intelligence. Systematic intelligence involves understanding how things work and solving technical challenges, while empathetic intelligence focuses on interpreting human emotions and needs. By combining these capabilities, creators can develop solutions that are both functional and emotionally engaging.
The second principle highlights that creativity is fundamentally a conversation. It thrives through interaction between people or between humans and AI. Creative breakthroughs often emerge from dialogue rather than solitary effort, a process illustrated by the Beatles’ songwriting in Peter Jackson’s documentary, where collaboration turned individual ideas into iconic music. In a similar way, AI can enhance creativity only when humans actively engage with it, asking questions and exploring possibilities rather than passively using it as a tool.
The third principle concerns the dynamic relationship between technology and culture. Technology is created within cultural contexts and, in turn, reshapes society. Understanding this interaction is essential for marketers and creatives who aim to use technology meaningfully rather than assuming it operates deterministically.
Law presented two projects by Accenture Song that demonstrate these principles. The Philipstown WireCar Grand Prix in South Africa amplified a local toy car race for children, using digital mapping, sensors, and CGI to create a global, interactive experience while supporting the community. The campaign “The Comment Section” in Australia transformed divisive online discussions about lamb consumption into an inclusive, ironic advertisement that encouraged dialogue rather than conflict.
For Law, AI changes the how of creativity, accelerating idea execution, while humans remain responsible for the why and the meaning behind what is created. Success in the creative industries, he argues, will go to those who combine curiosity, emotional intelligence, and discernment with the ability to interrogate AI thoughtfully, using it to amplify human imagination rather than replace it.
A cura di Chiara Alice.
