Tech Enabled Creativity Has The Capacity To Create Something We Did Not Think Of: Ross Jauncey, Google

As Google fine tunes its new product offering—‘Create With Google’, a platform that is designed to support the creative marketing community with tools that serve to foster creativity, we spoke to Ross Jauncey - Head of Create With Google about this innovative product and its impact on traditional agencies.

Sharing the inspiration behind launching ‘Create With Google’, Jauncey said, “What we have learned over the years is that the more we share with our industry in terms of capabilities, the more inclined they are to show us the possibilities on our canvasses. For me it’s about getting honest with the industry about what is possible.”

Underling the importance of human involvement in tech enabled creativity Jauncey added, “If you think about the human involvement in creativity, it has been used to come up with big ideas that no machine could come up with. But humans are also best at the application of technology. Creative minds are great at storytelling and also with the application of technology, which in turn takes those capabilities to create something we did not think of. “

As per some reports, there are an estimated 90,000 creative makers producing ads across all platforms in the Asia Pacific region.  Speaking about the response that ‘Create With Google’ has received so far, Jauncey said, “The response has been incredibly strong. It is surprising to everyone that it is available on scale to everyone who is working on this platform and does not have to spend with us to access it. When we tested some of our material in the market, we had a really positive response.  We are having super strong site traffic from India.”

When asked to define the future of creative agency with technology playing a big role in its functioning, Jauncey added, “ I think regardless of who is responsible for making work it lands on our platform and we want to make it better. Right now we have a lot of partners and we have big space. We may have some people leveraging the site who are much smaller makers. I do think that we have to keep an eye on everyone to ensure that we make it accessible in a way that everyone gets value from it.”

Jauncey was speaking at the ongoing Goafest 2019.