谷歌资深艺术总监Jihye Lee:Women Will,一切皆有可能

subtitle 网易态度营销09-09 11:47
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8月23日,第12届亚洲最大创意庆典“2019釜山国际广告节”在釜山海云台BEXCO盛大开幕。本届以“影响力”(Influence)为活动主题,探讨以正确方式影响消费者的营销传播方法。釜山广告节每年都吸引着来自全球营销精英和顶级品牌的参与,引领全球广告趋势。

网易作为釜山国际广告节的战略合作伙伴,今年也在第一时间奔赴现场为大家带来活动最新动态和营销前沿资讯。网易态度营销在活动现场对釜山广告奖评委、谷歌资深艺术总监 Jihye Lee进行了深度专访,以下是采访实录整理:

Jihye Lee,谷歌资深艺术总监(Senior art director of Google)

Q1:我们了解到,谷歌未来十年的对自己的定义是成为一家人工智能公司。而您作为谷歌的资深艺术总监,人工智能的技术是否可以更好的助力营销?

We have learned that Google defines itself as an artificial intelligence company in the next decade. As the senior art director of Google, do you think if artificial intelligence technology will help marketing better?

Jihye Lee:AI技术将有助于改善用户体验。 例如,每个人都使用谷歌地图,通过人工智能可以有效地记录用户行为,并分析以优化用户体验。但是通过人力难做到这一点。同时现在已经有很多AI设计工具,通过选择一些基本偏好,即可自动生成一个简单的设计。

尽管这些AI工具为设计提供了很多便利,但基础的设计师也会面临被AI取代的挑战。所以设计师应不止于设计师, 他们应该培养创意总监的视角,有大局观,可以统筹完整的设计工作,当然也包括人工智能可以替代的部分。

The AI technology will help improving user experience. For example, everyone uses google maps, AI will record user action and behavior on the App and analyze to optimize user experience. That's hard to do from human side. And there is also AI based design tool, by selecting some basic preferences the tool will create a simple design automatically.

On the other hand, designers are facing more challenges. Some of them may be replaced by AI, so designers should not stay being just a designer. They should have a creative director's mindset to see the big picture and lead the project including even AI's work.

Q2:目前,中国也有大量广告作品走向国际舞台,而真正可以摘得桂冠的案例只是很小的一部分。您认为这些获得国际大奖的优秀作品具备了哪些特质?

There has been an increasing number of Chinese or Korean companies appeared in global competition, but only few of them can get awards. What qualities do you think these outstanding works have?

Jihye Lee:我认为这些杰出的作品都很注重故事情节叙述。大部分的韩国或中国公司都拥有非常先进的技术,如3D。但缺乏的是故事主线。相比来说,国际评委更加看重的是故事叙述能力,一个好的故事可以帮助和评审拉近关系,产生情感共鸣从而打动他们。

I think these outstanding works all have a wonderful storyline. Even though most of Korean or Chinese companies have very advanced technology, like 3D, but sometimes their works are lack of a storyline. A good story will get connection with audiences, of course also touch the juries.

Q3:“Women will”项目在全球有很大的影响力,可以简单介绍一下这个项目吗?

We noticed that one of your program-Woman Will is successful globally, could you introduce this program?

Jihye Lee:在许多国家,妇女仍在面对很多不公平的情况。我们认为女性与男性没有本质的区别,拥有相同的潜力,但有没有同样的机会。所以我们在2014年启动了“Women Will”这个项目,我们相信当女性能够和男性一样平等获取信息、资源时,一切皆有可能。这个项目初期仅仅在3个国家活跃,但经过5年多的努力,“Women Will”已在全球范围内影响到42个国家以上。 我们希望我们能够持续影响更多的女性,并最终构建一个平等的环境。

At the present, women still have different issues in many countries. We believe that women have the same potential with men, but sometimes they don’t have same opportunities. So we started ‘Women Will’ in 2014 that believes when women have equal access to information and resources anything is possible. ‘Women Will’ was originally active in 3 countries, over 5 years of efforts, the initiative has grown globally to 42+ countries. We hope we can continually influence more women, and eventually build an equal environment.

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