The Record - Issue 18: Autumn 2020

115  COMMUN I CAT I ONS & MED I A brands maintain their commitments to inclusiv- ity, which can sometimes get lost in the complex production process. “Inclusivity is something that Microsoft and WPP care a lot about,” says Pretorius. “We’re currently looking at ways to take the idea of brand inclusivity and link it to brand govern- ance, using essentially the same technology to review the content for inclusivity guidelines. This does not just have to be diversity, but also cases such as smaller copy that might make it more difficult for visually impaired people to read it. We might be able to build in work- flows which could suggest imagery that makes the content more inclusive, or even help those without disabilities understand how visually impaired people might see it.” WPP has also made use of AI in the creation of the image itself. As a use case for the Microsoft Surface Duo, Nightingale has developed collabo- rative creative AI for use on dual-screen devices, which could make the creation of an advert as simple as making a rough sketch. Using 20,000 images of Scarlet Macaws and the power of Microsoft Azure, Nightingale trained the AI to recognise the features of the bird. It could create a completely unique image of a Scarlet Macaw on one screen based upon a simple drawing by a user on the other in just under five seconds, including it within a template for a specific advertiser, which in this case was a global con- servation NGO. “What’s fascinating is that the AI can create images that could never exist in reality, such as Experimentation with images of Scarlet Macaws demonstrated that AI can help generate ideas that could never be imagined, like a perfectly circular parrot