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By Justin Pearse | Managing Director, The Drum Works

October 11, 2016 | 3 min read

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In a quest to understand the role of artificial intelligence (AI) in advertising, The Drum, in partnership with Teads, has unveiled a new documentary, The Automation of Creativity, shot in Tokyo, London and Amsterdam.

The 16-minute film explores how artificial intelligence is beginning to impact the creativity of advertising and the role of human creatives.

To date, artificial intelligence (AI) machines have been able to write poetry, drive cars and there is even talk of a machine possibly winning a Pulitzer one day.

Turning the focus on the ad industry, The Automation of Creativity film stars the world’s first artificial intelligence creative director, AI-CD ß, launched by McCann Erickson Japan.

AI-CD ß is set a brief by Mondelez in the film and presents its creative idea back to the client.

As Shun Matsuzaka, communication planner at McCann Erickson Japan, in the documentary notes: “We want to treat AI-CD ß like a normal creative director. And it’s important for a creative director to be in the meeting.”

The human impact

The film discusses the impact of the automation of creativity on humans working in the ad industry.

Justin Taylor, UK managing director at Teads says: “As we are moving into this creative era of programmatic, we should see creative directors, data technologists and machines working together to really start making a difference, which is where the new era of creativity is going to come from.

For the last 10 or 15 years, we have approached digital from an analogue basis. Let’s approach creativity from a digital basis and use that to create change for the next 20 years.”

The film also features the Cannes Lions multiple-award-winning The Next Rembrandt campaign from JWT.

Filmed in Amsterdam, the documentary discovers how a team of art historians, data scientists and engineers taught a machine to think, act and paint like Rembrandt.

As the documentary explores, the machine managed to tackle all the complexities that go into the creation of a painting – resulting in a 3D-printed painting produced 347 years after the painter’s death.

During the documentary, Bas Korsten, the creative director behind the Rembrandt project explains: “The blurring between us and technology, that was the assignment. How do you merge these two or let them work together?”

The Automation of Creativity also features the story of the world’s first AI advert, a digital outdoor poster by M&C Saatchi, Clear Channel and Posterscope for made-up coffee brand Bahio.

Watch The Automation of Creativity above.

Digital Transformation Creativity Artificial Intelligence

Other episodes in the series

Episode 1

Behind the scenes of Nickelodeon's 'ridiculous and rude' new web series ‘Tinkershrimp & Dutch’

Nickelodeon is no stranger to original programming, and now the Viacom-owned channel has launched its first UK interactive digital series, ‘Tinkershrimp & Dutch’.

Episode 2

Watch The Drum's Do It Day documentary: 24 hours to change the world

The Drum's short film 'Do It Day - 24 hours to change the world' is now live after being given its premiere at Advertising Week this morning.

Episode 3

David Ogilvy's first interview since he died? Possibly not but this film shows how IBM Watson brought his ideas back to life

The Drum has created a short documentary in which IBM's artificial intelligence technology Watson deciphers insights from the writings of the father of advertising, the late, great David Ogilvy.

Episode 4

Canals, coffee shops, creativity: Is Amsterdam the marketer’s Shangri-La?

As The Drum launches its 2016 supplement all about Amsterdam, we talk to the creatives – both ex-pat and local – that form the city’s marketing scene.

Episode 6

Sport & Scandal: The Evolution of Sports Sponsorship – a new documentary from The Drum

What happened to sprinter Ben Johnson, one the world’s most infamous athletic dopers? It may have taken thirty years, but he’s back in the public eye fronting a campaign for sports brand Skins.

Episode 7

Mr President brainstorms the saddest ever festive advert | Christmas in Ad Land

Brands and consumers love an emotional, heart-warming Christmas weepie, but what’s the secret formula to getting those tears rolling? In The Drum’s latest documentary series, Mr President’s team finds out.

Episode 8

J. Walter Thompson London rebrands Christmas Eve as Zip It Day | Christmas in Ad Land

Christmas Eve – a day of excitement for family and friends the world over since circa 336AD, and clearly overdue for a zip-themed rebrand. Follow the team at J. Walter Thompson as they launch Zip It Day on 24 December, as part of The Drum’s documentary series Christmas in Ad Land.

Episode 9

Gravity Road hits the streets to crowdsource a thoroughly millennial Christmas | Christmas in Ad Land

Roaring fires, roast dinners, frankincense and myrrh are out – Santa’s topknot, reindeers on Snapchat and festive cockapoos are in! That’s according to Gravity Road’s comprehensive ‘millennial’ street research, recorded as part of The Drum’s documentary series Christmas in Ad Land.

Episode 10

Behind the beat of The Drum: the story of our drumline, Harlem’s Marching Cobras

You know that band of percussionists you always see making noise at The Drum Awards? The ones we’ve taken to Austin and New York, and soon will be marching down La Croisette in Cannes too?

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