Together with Mike Brauner and Dr. Steffen Schmidt, Prof. Baumgarth opened the prestigious 19th Global Brand Conference in Oxford with the keynote address “Augmented Creativity—AI at the Crossroads of Brands, Research, and Arts.”
The presentation on the relationship between creativity and AI is based in particular on the concept of Augmented Intelligence, which is characterized by the meaningful collaboration of artificial and human intelligence.
Areas of application and scientific evidence were discussed in the following fields:
- Brand management
- Brand science
- Art
The presentation was structured around three perspectives:
- Creation – How AI enables new ideas, content, and creative processes
- Curation – How AI evaluates, selects, and controls creative quality
- Consequences – What impact AI-generated creativity has on people, brands, and society
The slides from the keynote are available for download here.
