Sydney-based indie agency Five by Five Global is hosting an event next week for marketers to witness first-hand what can happen when a human creative team goes head-to-head with a new advertising AI model on a live brief.
A ‘traditional’ creative duo consisting of creative director/senior copywriter Nick Snelling and senior art director Emma Chu will be tasked with responding to a real brief by a real brand within a single day on September 17.
Simultaneously briefed will be a new bespoke AI model developed by former Meta technology strategist and generative AI consultant Tom Dowuona-Hyde. His model has been trained on a combination of successful advertising campaigns, creative methodology and a Large Language Model (LLM).
The rules are simple: Snelling and Chu can use everything except AI in their creative response.
Meanwhile, Dowuona-Hyde cannot deploy any conceptual thinking of his own to direct the AI model – only prompt it with the brief and then select the best ideas it emerges with.
Snelling and Chu have also never worked together before.
Both the humans and the AI will then present back to a panel of judges that same afternoon. The judging panel includes Natalia Pawlak (ex-Samsung), Jason Juma-Ross (Meta), senior advertising creative Bettina Clark, and an anonymous client sponsor.
Five by Five global’s CMO Matt Lawton explains it as a ‘crazy experiment’.
“We’ve pulled this together to have an open, transparent and mature conversation based on something tangible that the audience will get to see first-hand in real time," Lawton said.
"There’s so much concern in our industry for human creativity, we just wanted to test how far AI has come to closing the gap we all recognised was there when the AI hype began last year.”
Snelling said: "Call us naively optimistic, but Emma and I both still believe in the power of human creativity. Our impending obsolescence and the so-called singularity may be coming but it ain’t here just yet.
"Which is why we agreed to tilt at this windmill together. The reality is we’re both using AI as professional creatives every day anyway, so the idea it must be one or the other is a false proposition.
"When used well, AI is synergising human creativity rather than supplanting it. So, really, this is just a bit of fun – the meat versus the machine."
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