Advertising

Creativity, technology

Programmatic Creative: AI and Creativity

Share This

SUBSCRIBE TO MONTHLY POST RECAP

PRESIDENT & CHIEF CREATIVE OFFICER

Bill Winchester

Has actually won a bagpiping contest

There are a lot of predictions going on in the great big world of advertising regarding the role of AI. That’s Artificial Intelligence, not Artificial Insemination. (Although for the creative world they are amazingly similar. All the action without any of the pleasure.)

We’ve all heard of programmatic buying.

To vastly simplify a very complex process, in programmatic buying, algorithms figure out the timing, placement and optimization of the advertising going out there. AI learns and optimizes. Makes sense, right?

The next, inevitable step? Programmatic creative.

Not as it exists at this moment but the next big step in AI –  ads created from scratch by our friend Watson or some similar combination if circuits and memory boards. Why not? Watson created a movie trailer. Watson created a cookbook. (Well, kind of. It’s more of an interactive recipe creator.) Both semi-creative pursuits.