TEMPO.CO, Jakarta - People in the creative economy industry will not just face competition from their human counterparts, but also from artificial intelligence.

“We must be even more creative and humane if we want to survive in the digital era. Because machines do not bear social abilities,” said Wimala Djafar, Lotus H's associate planning director, during the Kombet Kreatif event in Malang on Monday, September 24.

Wimala gave an example of artificial intelligence that came equipped with deep learning abilities that enabled these technologies to create an advertisement concept, imitate paintings, and write novels. However, he maintained that they still lacked the necessary humane elements.

“A great business comes from a human’s viewpoint. Humans can see facts and data and combine them with their views into becoming a colossal idea. Such as the idea of Go-Food, wanting to eat large but still staying at home,” said Wimala.

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The strategic planning expert said that a product’s campaign can bear a perfect insight through social strategy emotions, and that this does not require one to prepare a large budget or paid endorsement.

"A product that has an original idea and is close to its target audience will be easily identified,” said Wimala when answering a participant’s question.

Tempo Institute in tandem with the Indonesian Creative Economy Agency (Bekraf) launched Monday a program titled “Assisting the Bekraf-Tempo Institute Creative Community” or Kombet Kreatif in Malang, East Java. There were at least 40 people in the region’s creative and economic industry that were chosen to be the event’s participants.

TEMPO.CO