This is a free excerpt from the AdNews May magazine. To read the full article download a digital version or subscribe to the premium print edition here.
Algorithms are already the foundation to so much of our lives and the industry – often without us realising how much. From our Facebook feeds to programmatic advertising, algorithms are only likely to grow to be a bigger part of society and media buying, but can machine learning ever completely replace the creative process?
Last year, when McCann Erickson Japan needed a new creative director it didn’t look to the stacks of portfolios sent by hopeful creatives nor at the talent already in-house. It instead built an AI creative director to take charge. This begs the question; could the Mad Men be replaced by machines someday and will AI ever undermine the creative industry? AdNews asks creatives from The Works, Facebook, VMO and Y&R.
The Works head of strategy Adam Donnelley: “It will change our industry for better or worse. Machines unfortunately will do things better than us."
Facebook APAC head of creative shop Fergus O'Hare: “AI may be able to count stars, discover stars and even reach stars. But I can make stars dance. It takes imagination, soul and chaos to create.”
Y&R Melbourne managing partner Matt Farrugia: “Machines aren’t ready to lead creativity just yet, but AI could become the ultimate weapon within the creative arsenal.”
VMO MD Anthony Deeble: “AI is giving creatives new audience knowledge to construct theri responses.”
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