Augmenting creativity: Can machine learning help us design better ideas, brands, products & services? - James Hirst, MD, RARE Design + Julia Lowbridge, Marketing Innovation Manager, Danone

1. Augmenting Creativity
Can machine leaning help us design better ideas,
brands, products + services?
James Hirst
Managing Director
Julia Lowbridge
Marketing Manager
raredesign.ai

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3. ©2019 Rare Designers Limited
This process:
• Challenges traditional creative methods
• Gets to better, more distinctive and diverse outputs
• Uses data to place positioning over preference
• Provides a fast and flexible service
Review of ‘Behold America’ by Sarah Churchwell.
Financial Times, 17th May, 2018
BACKGROUND
We are augmenting the creative process by using the
power of AI and smart creativity to design great brands,
products and services, and deliver great service

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6. ©2019 Rare Designers Limited
Reports
CB INSIGHTS: Beauty Trends
Winning in naturals report
The Rise of the Wellness Economy report
The Grocer: Juices & Smoothies report
MHF: Mental Health & nutrition policy
MHF: Looking after your health using exercise
Global Food & Drink trends 2017
Global Food & Drink trends 2018
IPOS MORI report: Millennial Myths & realities
Sun Branding Solutions Report: Buying Betterment
Bray Leino Report: Food & Drink 2018
DATA SOURCING
Websites
https://www.bbcgoodfood.com/howto/guide/health-benefits-
kefir
https://www.healthline.com/nutrition/9-health-benefits-of-
kefir
https://www.medicalnewstoday.com/articles/318353.php
https://www.culturesforhealth.com/learn/water-kefir/water-
kefir-frequently-asked-questions-faq/
https://www.healthline.com/nutrition/water-kefir
https://www.farmdrop.com/blog/how-to-make-water-kefir/
https://www.gutmicrobiotaforhealth.com
https://www.danone.com
fitnessontoast.com
www.thisgirlcan.co.uk
www.lottiemurphy.com
Poppycross.co.uk
www.thebodycoach.com/
https://www.menshealth.com/
https://loveyourgut.com/what-does-the-gut-do/the-digestive-
system/
https://blog.myfitnesspal.com
https://loveyourgut.com/getting-gut-healthy/
https://thegutstuff.com
https://crunchybetty.com/water-kefir/
https://www.wikitimes.co.uk/2019/05/17/kefir-market-
global-trends-analysis-and-forecast-2016-2026/
https://www.ecowatch.com/water-kefir-2634440650.html
https://www.cheatsheet.com/health-fitness/the-best-foods-
for-maintaining-good-gut-health.html/
https://www.mindbodygreen.com/articles/this-is-best-gut-
healing-drink
https://www.goodfood.com.au/good-health/what-kefir-
actually-is-and-why-you-are-seeing-it-everywhere-20190403-
h1d4nd
https://imbibe.com/news/water-kefir-agua-de-madre-
launches-kombucha-market/

7. ©2019 Rare Designers Limited
DATA SEGMENTING & INTERPRETATION example
Mind Body Mind + Body
Spirit (–
drink)
Focus Social Experience
routine system system producer capitalize economic industry
taking immune exercise mythology capitalise marketing movement
goals digestion digestion unidos focusing building change
important digestive immune heritage impacts sustainability customers
role balance diet artisanal focuses success holistically
diet brain digestive nominees impact organizations professional
satisfying bones bones excellence inclusion business goal
reality stomach routine cultural building hospitality senses
needs exercise balance commodities influence opportunities presentation
snacking tract role fame focused initiatives knowledge
exercise muscles goals balvenie emphasis finance life
body stress stomach whiskies havoc sector humbled
way function changes behemoth reflects partnerships lives
track stabilize muscles representing relies performance challenges
play metabolism spine beluga recognition model exciting
feeling inflammation maintain capital rise leaders experiences
system fight overindulging comprised confidence promotional skills
habits prevent brain hall commitment programs inspiring
setting therefore smiling standards depend society understanding
changes spine weight relationship transparency customer
Fun Friendship Artisan Craft Natural Health
kids educator dubai scene mineral sparse
simple bhf peroni signature font diet
easy harrow speciality iconic vella leaky
choice sep pernod historic auvergne dogs
delicious editing hong icon montellier reap
super bonddanone ricard award nature unsubstantiated
great trustee winery renaissance volcanic shape
something angel exceptional heritage aquadrinks lifestyle
convenient hon pines spirits sourced system
everyone posted coast gemellii ranges immunity
nutritious cta kong bars volvic swims
indulging lanfear ceder artisan purity lifeguard
plug whispers oaxacan mixology cartridges microbiota
menu allotments kongshady creativity organic microbiome
picnic hbspt stake ciders segment purported
real organisation bombay expanding yogurts yoga
ideas rdn maverick concept preserving probiotics
recipes papilloma pacific aperitivo actimel digestion
definitely favors steve locals salus news
immerse commander australiathe restaurants aqua probiotic

8. ©2019 Rare Designers Limited
Mind Body Focus Health
routine
goals
satisfying
reality
exercise
play
feeling
habits
system
immune
digestion/
digestive
balance
function
stabilize
fight
prevent
capitalise
Focus/ing/es/ed
inclusion
influence
emphasis
reflects
recognition
confidence
commitment
relationship
reap
shape
lifestyle
immunity
purported
yoga
probiotics
digestion
probiotic
Mind + Body
role
smiling
Social Experience Fun
economic
success
opportunities
initiatives
partnerships
performance
society
transparency
movement
change
holistically
senses
knowledge
life/lives
humbled
challenges
exciting
inspiring
understanding
simple
easy
choice
delicious
convenient
nutritious
indulging
picnic
real
definitely
immerse
Artisan Craft Natural Spirit - Drinks
speciality
exceptional
maverick
signature
iconic/ icon
historic
award
renaissance
heritage
artisan
mixology
expanding
nature
volcanic
sourced
purity
organic
preserving
aqua
selection
craft
heritage
artisanal
nominees
excellence
cultural
representing
comprised
Mind & Body Well CraftedConnected
DATA SEGMENTING & INTERPRETATION example

9. ©2019 Rare Designers Limited
DATA SEGMENTING & INTERPRETATION example

10. ©2019 Rare Designers Limited
CREATIVE OUTPUT

11. ©2019 Rare Designers Limited
CREATIVE OUTPUT

12. ©2019 Rare Designers Limited
CREATIVE OUTPUT

13. Augmenting Creativity
Can machine leaning help us design better ideas,
brands, products + services?
raredesign.ai
Thank You!