McCann has appointed an artificial intelligence creative director AI-CD β, who will be attending McCann Worldgroup’s new employee welcoming ceremony on April 1, along with 11 new college graduates.
AI-CD β was actually created by the agency under its ‘Creative Genome Project’, the first in a series of projects undertaken by the agency’s ‘McCann Millenials taskforce’.
The artificial intelligence can give creative direction on commercials because the data that forms the basis of the algorithm includes deconstructed, tagged and analysed TV shows, as well as data on the winners of the All Japan Radio & Television Commersion Confederation’s CM Festival.
According to McCann, AI-CD β will work as a creative director on real client accounts and is the first logic-based creative direction that’s based off the historical success of TV ads.
President & CEO of McCann Japan, Yasuyuki Katagi said: “Artificial intelligence is already being used to create a wide variety of entertainment, including music, movies, and TV drama, so we’re very enthusiastic about the potential of AI-CD ß for the future of ad creation. The whole company is 100 percent on board to support the development of our A.I. employee.”
The AI has been built to respond to a product or message with the optimal commercial direction, based off historical data. The AI has also been built to then learn from the results of the campaigns its directed, in theory creating an increasingly more effective AI creative director.
Concern about how artificial intelligence will impact jobs has been mounting across all industries. Speaking at Adfest in Thailand this month AKQA’s Eric Cruz looked at the impact that automation would have on creativity. He said services like SquareSpace and Wix has already automated some of the digital designers role and made it almost redundant.
He said that by 2020 the same would be said for social media managers. “Digital natives know what social is. There will be no need for management as it will be automated because it is built into who they are,” said Cruz.