In 1994, a professor studying creativity defined it as the tendency to generate or recognize ideas, alternatives, or possibilities that may be useful in solving problems, communicating with others, and entertaining ourselves and others.

30 years later, there is a raging debate about whether a machine – particularly an artificially intelligent machine – can be as creative as humans. 

Regurgitating information from the internet is one thing, but can AI really understand the context needed for creative work and create things that are useful, engaging or entertaining? By using a proprietary dataset representing the US population and a decade’s worth of creative ideas, we believe RYA™ has crossed into that frontier.

Early access invites will be going out soon and those who get to explore RYA™ will be able to ask questions like “create a branded experience for Acme Co. that resonates with middle class millennials in the Southern US” or “give me music ideas for high net worth African-Americans in their 30s.” For any audience (down to 1% of the US population) RYA™ users will instantly receive divergent and expansive creative ideas that resonate with any audience. 

At first glance, this development might raise eyebrows and doubters will continually cite the need for humans to lead creative endeavors. While we believe that there will be a significant role for people, we believe RYA™ will change the way brands look at creative staffing, agency relationships and marketing spend. 

Using RYA™, the pace of creative development can massively increase. Instead of a bunch of creatives considering a brief and thinking through their best ideas, they can iterate quickly and drill down on the new ideas faster (and cheaper) than ever before. The results will be better, more targeted content and experiences with higher quality audience engagement. 

And if we do it right, this will be paired with a massively expanding volume of this work going out into the wild. Instead of having to focus that $1 of marketing spend on the 1-2 most high-probability advertisements, that $1 can now be spread over 5-6 high-probability campaigns - meaning more customers, bigger marketing budgets, and increased ROI of marketing spend. 

What a time to be alive!