Test and Learn: Exploring Technology for Human-First Approach
Exploring technology is in R/GA’s DNA, but not just for the sake of exploration. "In the days of the early internet, the company’s mission was 'How could we program computers and use code to create these deeper, richer, interactive experiences?'" said Nick Coronges, R/GA’s global chief technology officer.
And as each new tech wave and innovation came along, R/GA was among the first to test it, stretch it, apply it, and try it with a range of partners who were also eager to blend creativity and technology to solve problems for their customers and drive their own innovation.
That mindset has created a culture that has made R/GA truly unique, long ago morphing from an agency model to a company of explorers, pushing the boundaries of what’s possible to what’s exciting and meaningful, from VR and AR to blockchain, computer vision, natural language processing, chatbots, and beyond.
Case in point: this past summer, when OpenAI released GPT-3, or Generative Pre-Trained Transformer 3, to developers worldwide, R/GA was among the AI explorers ready to test the promising third-generation language prediction model in the GPT-N series. Already it’s proving to be more than a sophisticated autocomplete and may change - well, everything.
“This is computers able to almost talk back to us,” as Nick comments in a podcast with John Tubert, R/GA SVP and head of technology, New York. “The way we design is going to change. The way we write is going to change. The way we interact with brands is going to change.”
At a data and text level, it’s a catalyst for activities such as copywriting, naming, translations, and content structuring - but it has the potential to transform images and more. For example, “by giving a few examples of any particular coding language, GPT-3 can generate more,” said John. Another use case: “Creating Figma plug-ins for designers.”
At the same time, it’s still a nascent technology, as Nick cautions, with more testing and pushing to be done. “I definitely think there's going to be other types of content and other types of interactive experiences that this becomes,” he said. “If not, GPT-3 will be one among many steps that this takes. But this is one of those moments where it's a step change, and you see where this is heading.”
Don’t miss their conversation for an inside look at how R/GA road-tests a new technology like GPT-3 as part of a human-first approach to business and marketing innovation.
