The creative industry has witnessed a significant transformation in recent years. Thanks to generative AI, platforms like Fiverr, Instagram, TikTok, and X (formerly Twitter) have become the go-to for brands and individuals seeking freelance creatives. However, with the emergence of groundbreaking technologies like OpenAI’s DALL-E 3, Stable Diffusion, Midjourney, Ideogram, Runway’s Gen2, and Pika Labs, it has become increasingly challenging for brands to find creatives who have mastered GenAI. This is where Forum3 comes in with their innovative online platform, Hive3.
Forum3 is a digital tech startup based in Seattle, Washington. Founded by Adam Brotman, former Chief Digital Officer at Starbucks, and Andy Sack, a former innovation consultant for Microsoft CEO Satya Nadella, Forum3 aims to bridge the gap between brands and experienced AI creatives. Their online platform, Hive3, was unveiled in preview in the summer of 2023 and offers a gamified approach to connecting brands with dynamic GenAI creatives.
Hive3’s unique concept revolves around time-boxed challenges where creatives compete to create the best assets for a given brand. These challenges offer cash prizes, and the winners are determined by Hive3’s community and/or a panel of judges. Since its preview phase, Hive3 has successfully hosted ten “community-driven challenges” for various brands. Now, the platform is launching to the public with “Season One,” a series of roughly 30 back-to-back competitions held weekly.
The Hive3 platform offers attractive incentives for AI creatives participating in the brand challenges. Those who place in the top three positions of each challenge will receive a portion of a $5,000 prize pool. Additionally, playoff winners will be rewarded with grand prizes ranging from $10,000 to $50,000. This not only motivates creatives to showcase their skills but also provides them with meaningful recognition and financial rewards for their contributions.
While GenAI presents enormous potential as a creative tool, some brands may express concerns regarding the legal issues associated with the data used to train the AI models. Additionally, the U.S. Copyright Office’s stance on GenAI artworks not being eligible for copyright protection may deter brands from fully embracing this technology. Despite these concerns, Forum3 aims to guide brands through the utilization of AI and support them in navigating the legal landscape.
The first challenge on Hive3 is for the popular dessert brand, Crumbl Cookies. The challenge kicks off this week, starting on Friday, November 3, 2023, with a deadline of Tuesday, November 7, 2023. Crumbl Cookies has set a prize pool of $5,000 for this open-ended assignment, tasking creatives with designing an innovative ad campaign for their fast-growing cookie company.
Forum3’s co-founder, Adam Brotman, emphasizes the importance for brands to embrace AI as part of their digital transformation playbook. This technology has the ability to generate new types of creative output, activate customer communities, and elevate brand marketing. With Hive3, forward-thinking brands like Crumbl Cookies have the opportunity to leverage generative AI to unlock innovative campaigns and drive brand growth.
To further enhance the Hive3 experience, the platform has enlisted influential AI artists and designers such as Heather Cooper, Tatiana Tsiguleva, Nicolas Neubert, and Ben Myhre. These industry experts will provide tutorials and promote the platform to encourage more creators to explore the potential of generative AI. Hive3 aims to create a vibrant community where creators can utilize new skills and compete with one another in a competitive spirit, mimicking real-world activities.
The launch of Forum3’s Hive3 platform marks a significant milestone in the realm of generative AI creatives. With this innovative platform, brands can now connect with experienced AI creatives through gamified challenges, fostering creativity, and driving impactful brand campaigns. While legal concerns persist, the potential for AI-driven creativity remains undeniable. As technology continues to evolve, platforms like Hive3 provide a space for creatives to push the boundaries and redefine the creative industry as we know it.
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