Technologies and scientific foundations in the field of creativity

Objective 8.1 of WP2013

Ghent, 7-8 November 2012

Albert GAUTHIER (DG Connect, Unit G2: CREATIVITY)

General background

Cultural and creative industries

• are a powerful motor for jobs, growth, exports and earnings, cultural diversity and social inclusion

• represent 4.5% of total European GDP and accounting for 3.8% of the workforce (2010)

• need to be more productive, innovative and dynamic in responding to the changing market needs

• diversified – each segment has its specificity • for the definition of CCI see the KEA delineation: • http://ec.europa.eu/culture/pdf/doc885_en.pdf

Objective 8.1

Target outcomes:

a) creative experience tools

b) intelligent computational environments stimulating and enhancing human creativity

c) progress towards formal understanding of creativity through the development of autonomous systems

d) roadmaps for research and innovation

Target outcome (a)

Creative experience tools…

…that make use of all our senses and allow for richer, more collaborative and interactive experiences…

…for the creative and cultural industries

STREP/IP

Target outcome 8.1.a)

Interactive experience Technologies that could be used:

• real time simulation, visualisation • augmented reality • 3D animation • visual computing • games engines • immersive experiences • …

Target outcome 8.1.a)

Creative experience tools for the creative industry The tools created should be

• cost effective, with special attention to users

like SMEs and individual creators • intuitive • be demonstrated in real environments for the

creative and cultural industries

Target outcome 8.1.a)

Expected impact for a)

Research activities will contribute to

• Improved efficiency of creative processes by two fold at least as regards time and resource investment, and quality of output

• Equipping different industries with more effective creative tools

• Expanding the potential of technology in the human creative processes

Target outcome 8.1.a)

Cultural and Creative Industries

• advertising, • publishing • architecture, • arts, crafts, • design

• fashion • films, music • video games • TV, radio • …

Which kinds of industries?

Target outcome 8.1.a)

Target outcome b)

• Intelligent computational environments

stimulating and enhancing human creativity

STREP

Target outcome 8.1.b)

Important points for b)

• Multi-disciplinary research: it is possible to start from different paradigms, but ensure expertise on creativity in the consortium

• Address domain-specific skills in work-related contexts • Operational definition of creativity needs to be provided;

specify how the insights will feed back into the system • Measuring human creative performance means that metrics

are needed

Target outcome 8.1.b)

Expected impact for b)

• Better understanding of the potential of

technology in human creative processes leading to enhanced domain-specific human creative performance

Target outcome 8.1.b)

Target outcome c)

• Progress towards formal understanding

of creativity

• Autonomous creative systems

STREP

Target outcome 8.1.c)

Deeper understanding of creativity

• There is no consolidated and consistent 'Science of Creativity' (various disciplines study it from different angles)

• Computational Creativity offers great potential for

studying and better understanding creativity • Producing autonomously creative systems is an

ambitious research challenge • The difficulty of measuring and evaluating creativity

raises additional methodological challenges

Target outcome 8.1.c)

The objective addresses the need to

- Achieve a better understanding of creativity and the way it can be technologically achieved

- AI

- Sociology

- Psychology

- Neuroscience

- Cognitive science

- Arts (including

performing arts)

- Robotics

Research should be multi-disciplinary and may involve such disciplines as:

Target outcome 8.1.c)

Important points for c)

- Rising above the level of pastiche (mimicry); human-

level creativity; - Technological development in itself is not sufficient;

the proposals need to demonstrate that there will be a possibility to learn something of human creativity

Target outcome 8.1.c)

Expected impact for c) - Deeper scientific understanding of creativity

- Fostering the synergy between understanding and

enhancing human creativity

- New technologies for autonomous creative systems

Target outcome 8.1.c)

Target outcome d)

• roadmaps for future research and innovation

CSA

Target outcome 8.1.d)

Roadmaps

• proposals should target cross- and inter-cluster support activities

• boosting creative competitiveness in sectors such as advertising, architecture, arts, crafts, design, fashion, films, music, publishing, video games, TV and radio

Target outcome 8.1.d)

Important points for d)

• More exchange and interaction in CI-s (for CI-s) and between research and industry

• Identifying trends, developments and needs as

guidance for informed policy-making (for the Commission)

• Medium-term and longer-term perspectives (upcoming Horizon 2020)

Target outcome 8.1.d)

Expected impact for d)

• Better coordination of European and

national efforts, closer dialogue between research and industry, better understanding of user requirements, more innovation and technology uptake

Target outcome 8.1.d)

Call: FP7-ICT-2013-10

Overall budget for Objective 8.1 : a) and b): EUR 32 million, with a minimum of 40% for IPs and 30% for STREPs c): EUR 10 million d): EUR 1 million

Deadline for submissions:

15 January 2013

Tips for proposers

If you want to fail, then… • Ignore the text of the work programme • Ignore on-going work (not only in EU projects) • Window-dress the partnership • Describe your solution and end product in great detail – but omit

to state which problem your project will address and where the research challenges are

• Produce a proposal that tries to do everything and loses credibility. Often less is more.

• Ignore the evaluation criteria when drafting your proposal (T&S excellence, implementation and impact)

When preparing the proposal… • Describe the specific state of the art with referenced evidence, as well

as the technical baseline, and expected advancements against which progress can be measured

• Check the timelines and anticipated outputs of on-going research in

defining your starting point and the advances you will make – don’t replicate existing work

• Adopt a scientifically sound approach to involving users in the

research, including to the assessment and validation necessary to build the evidence of impact

When preparing the proposal…

• Do justice to the multi-disciplinary nature of the areas – ensure the expertise and the roles are balanced and appropriate

• Find the right partners – scientific expertise, IT providers, end users...

• Provide efficient management – authority and competence

to handle both administrative and scientific/technical leadership

Critical questions you should ask yourselves

• How far is the problem you intend to address being already tackled?

• Is the proposal offering different and innovative insights into an existing problem or addressing a new problem?

• Which communities are likely to benefit from the project / how

are they being brought into the discussion?

• What are the substantive benefits of the impact of the project?

• What are the potential risks and how are they tackled?

In conclusion

• Don’t submit if your proposal does not fully match the selected target outcome

• Don’t replicate ongoing work

• Don’t recycle

• Multiple submissions: It is not the number that will make you

successful – but the quality of the research and the partners

• Contacts:

• target outcomes (a) (b) (c) (d): albert.gauthier@ec.europa.eu(G2 – Creativity) • target outcome (c): walter.van-de-velde@ec.europa.eu (C2 - FET)

• More information: http://cordis.europa.eu/fp7/ict/creativity/creativity-calls_en.html

Further Information - Contacts

Now it is your turn…

Thank you for your attention!

Questions are welcome