Case Study: showed some reluctance and hesitation and many voiced their objections. Over the course of the AdWise (NM) is an advertising company founded in 2017 based in London. It was first week the attitude towards IdeaPlay became even more negative. In order to try to understand founded by Max after he felt that the agency for which he had been working the last three years why this was the case, Max asked Alice, Director of Accounts and an esteemed colleague of all, was too conservative on its approach. Max became AdWise's creative director. AdWise was to discuss with the creatives their feelings regarding working with IdeaPlay. These were her very successful it its initial campaigns and it quickly expanded to include fifteen creatives, who findings. were supported by four account managers and six copywriters. Maria, who had worked in the company since the start and was very committed to As of late Max had started feeling restless again and, although AdWise continued to have AdWise, said she felt hurt she had not been consulted on what was such an important decision, a reputation for its ground-breaking campaigns, he felt that the creative process was not as and was therefore less inclined to endorse a technology she was not informed about. exciting at is used to be, it had become too monotonous, slow, and complacent, and the ideas John, who had just started working at AdWise a month ago, said he had already tried to were not as revolutionary and fresh as they used to be. Always aiming to stay ahead, he often work with IdeaPlay in the past week but had got nowhere, if anything the programme was attended conferences on different areas. In a recent IT conference he heard about a new Artificial stifling his own ideas so he was less creative. He was afraid he was not able to learn how to work Intelligence (AI) software, IdeaPlay, that could work collaboratively with humans in generating with it and could not see what the benefits for him were for using this programme. creative solutions for problems such as marketing campaign concepts, new products, writing a Kaia, generally a very risk averse and cautious person, felt this would mean one day they book, etc. He discussed the programme with its developers and felt that it had fantastic potential would all be replaced by AI and she was not intending to collaborate with something that would and was exactly what AdWise needed. The commercial licenses were very expensive, so it was mean the end of her work and her career as a creative. quite a substantial investment, but Max thought it would be worthy and was excited to introduce Pawan, who really enjoyed working with his team, felt that he could not interact in the a new way of working to his teams at AdWise. He purchased the programme and licenses for same way with a machine as he would with another human being, he loved the social interaction the 15 creatives and over the course of the following week had it secretly installed. and that for him was a key ingredient of the creative process, thus he did not really want to use A week after he called the 15 creatives for a meeting where he had prepared the big IdeaPlay. reveal. The IdeaPlay developers offered a flashy presentation of IdeaPlay and a very brief Bea, who liked to follow her plans rigorously, felt that her way of work was being turned training session. Max announced that all creative teams would now have to be hybrid teams upside down, and she would be lacking the autonomy to pursue her ideas and also missing on the including both humans and their Al buddy, referred to as Human Autonomous Teams (HATs).valuable feedback she got um her human colleagues. It was like her work was cut into pieces and she was no longer in control of the whole concept Joanne was more supportive and said she could potentially see the benets of working with IdeaPlay, but she would not be able to out of a sudden completely change the way she and her team worked and instead this should be implemented in small steps. Sebastian was also less negative about IdeaPlay, he liked trying new things and said he could potentially be persuaded to use it_ but for him it was down to what he could gain with it, how successful could his work be. Ifhe was shown that there were gains to be made, he could buy into it. Alice also noticed that the mood amongst copywriters, who had not been initially provided with IdeaPlay, was not that positive either, but surprisingly for a different reason. They could not tmderstand why they had not been given the chance to work with IdeaPlay. Alice summarised her ndings and briefed Max keeping her colleagues\" anonymity. Max, she said, we need to think of ways to motivate Creatives to collaborate with IdeaPlay. How can we motivate them to work in HATs? I think we need the help ofexperts here... SECTION A: WRITTEN REPORT OF CASE ANALYSIS Based on the scenario presented in the above case study (as well any additional insight you may obtain about implementing and working with Al), prepare a report addressing the following points: 1. Explain the reasons behind the observed lack of motivation in response to the introduction of with IdeaPlay. 2. Using relevant theory, concepts and research evidence from the module, suggest what different actions could be taken to increase Creatives' motivation to work with IdeaPlay in HATs. 3. Select your favourite actions, and present an implementation plan, taking into account the following aspects: a. the feasibility of implementing the proposed actions b. likelihood of these actions increasing the motivation to work with IdeaPlay c. potential barriers to the implementation of these actions SECTION B: BUSINESS PITCH Imagine you are one of the consultant teams that has been invited to analyse this problem and offer solutions. Having established your implementation plan in the case analysis (section A), you now need to be able to communicate this effectively to a non-academic audience. Thus in this presentation you will take a different perspective, rather than an academic you will assume the role of a consultant, so there should be less emphasis on theories and more on analysis of the problem and solutions. You need to present a persuasive case for Max to consider adopting your proposal