We're at the dawn of machine-enabled everything. At the moment, machines are good at answering the questions machines can answer but how can we make them good at answering the questions that will make creative better? The creative opportunity is to keep seeking because new patterns won't emerge if we ask the same questions. Machine learning is about enabling a billion interns, not creating one Einstein to enable us to be more ambitious about what we're asking and what stories we might tell as a result.