Artificial intelligence is great at solving logical problems, but we never imagined it would do a good job in a more creative field. After an AI almost won a literary competition, we started having our doubts and now, that McCann Japan devised the first AI creative director, we might just reconsider our view of things. Yes, you heard that right: #machinemagic was put to advertising use.
AI-CD β is the official name of the AI bot developed through the “Creative Genome Project”. That was one of the first projects undertook by McCann Millennials, an innovative division formed by the youngest members of the agency in Japan. The bot will become their Creative Director officially on April 1st, after they deconstructed, analysed and tagged TV commercials that gained worldwide attention, especially those that won prizes at All Japan Radio & Television Commercial Confederation’s annual CM Festival (ACC CM Festival).
The AI’s purpose is to take the best of the database put at its disposal and give creative direction. It will have a great say in future projects, working with clients on creative briefs. McCann’s intention seems to rely on logic (took from past successes) when it comes to future commercials.
After each project conducted, the creative AI will evaluate the results and gain more knowledge, improving the agency’s work on the go.