One, creative businesses need to cherish and empower the people who understand technology, consumers’ relationships with it, and brands potential uses for it. Technology must be the catalyst of a new creativity, not just a set of new delivery channels or production options.

Two, creative businesses need to create arranged marriages between these people (the algorithmicists) and the magicians or artists. Only a fusion of these two strands of creativity at the earliest conceivable opportunity in a process will lead to the most adventurous outcomes.

Three, in an era where everything that was once solid does appear to be melting into air, creative businesses need to recommit to surprise as a potent strand of engagement. To paraphrase Ming Yeow Ng, one of the founders of Discover.io, if discovery is the new cocaine, then we’d all be wise to get a whole lot better at dealing in not just relevance, but revelation.

We believe this is the opportunity for the marketing and communications industry. Exploiting the awesome power of the new world of relevance whilst creating more surprising and engaging experiences. In short, then, how can we encourage a collision between art and the algorithm?

Right brain, meet left brain. Wait — where are you going???