The world’s largest advertising agency, McCann Erickson, has just hired an artificial intelligence (AI) creative director (CD) – his name is AI-CD β.
This has got me worried.
AI-CD β is designed to work alongside the humans to develop the look and feel of the advertising. It is automated to troll through award winning commercials, that have been tagged as relevant. From that data it develops a brief, of what the commercial should look like, then humans take over and come up with a creative concept.
AI-CD β has a physical presence and is capable of writing the brief for the human creative team. As this bot was developed by McCann Ericsson in Japan, the brief is written in Japanese calligraphy.
To my mind this process is back-to-front in two ways.
Firstly, the look of the commercial should be driven by the idea, which should come first. The creative concept should contain the hook, or idea, that gets the consumer involved and then gives the commercial relevance and memorability.
Secondly, great creative thinking doesn’t come from copying another idea but from creating something that is uniquely different.
There is however another aspect to this use of an AI-CD that’s of more concern.
And that’s if this concept takes-off, and bot creatives become the norm and are successful, who will go up to the podium to collect the awards?