According to Colin Davis, an AI expert and global innovation head at Sweetshop, agents don't understand the unpredictability of technology, so they are on the “backfoot” with AI.
“There have been some very early conversations about where they thought AI could create value, and what it could replace,” the London-based executive told LBB this week on a trip to Sydney.
“So they set expectations for the client about how it would look, and from what I've heard, it was quantification around 20 or 30% like that. [mark] So now everyone is behind us, what does that look like?
“The only levers people can see is to do less. It's a very knee jerk. And the most obvious way to do that is in terms of pricing things… In general, it feels like a panic response, but I don't feel like many agents are ready for how to operate these kinds of technology.”
Colin previously spent eight years at Nexus Studios, working on Colenso BBDO and pedigree and “adoptionable.” He joined Sweet Shop in June, working with supervisors, agents and marketers to participate in a newly created role to analyse whether AI wants or needs clients while mitigating pressures on production budgets. He uses the example of a hammer. Using such a tool in the same way each time will produce the same results. The same is not true for AI platforms.
If the ads include horses but the colour is not important, or non-specific mountain ranges, it makes sense to abandon control to AI. However, brand mascots, products, colors and key messaging are factors that require human crafting.
“What I feel is that the agency doesn't know… A lot of the controls and predictability clients and agencies are looking for, AIS can't provide it. It's not that they're worthless, but that it's going to be exchanged and error-free – that level of it is not part of what's going on.”
Given that uncertainty, during the pitch and pre-production process, Colin's team runs tests to scrutinise whether the AI is “suitable for its purpose” and “ensures that everyone feels comfortable with filming.”
“Automation”, “Tools”, “AI” are wrong words: Language problems:
He argued that part of the problem was one of the languages. Last week, Colin joined the first edition of LBB, Akqa and Sweetshop at the Q&A club in Auckland. During the panel discussion, he criticized terms such as “automation”, “tools”, and even “AI”, claiming that they are too broad and that “conversations about AI…really difficult.”
“The word 'tool' has its problems,” he explained. This is precisely because AI platforms are not reliable. Tools such as cameras, knives, hammers and more are consistent in their effectiveness.
Marketers and agents still don't understand that the same is not true with AI, so they “have this expectation and are being sold on the promise that they can type 17 words and advertise from Sora.
“Yes, you can get something out of 17 words. Whether it's suitable for your purpose or not will vary. I think you're feeling part of that perception of the tension between promise and the contradiction of artificial intelligence.”
“Automation” on the other hand means the lack of the idea that “and in the client's desire to automate things, that means you're removing intentions and decisions from it.” He added.
“It's a bad thing, especially in the creative industry. Efficiency and automation are not synonyms, but I think a lot of clients do.”
According to Colin, “ai” is a very broad term. Just like “pogosticks, bicycles, rockets, boats,” they all have a means of transport. “If you've just talked about transportation, you don't give us any insight into what to use or how to use it.”
Brands should avoid synthetic humans
Asked about the issue of trust in Advertising, Colin suggested that AI would be artificially generated or not meant a properly created task.
“When I saw the 'Polar Express' and such digital humans, they didn't look real. In my mind, there was no CG [computer-generated] I can't believe it,” he said.
“The issue of trust is much easier to navigate when removing the credibility of humans and those around them.
“Reputation is good, at least for now, that's far from synthetic humans… If you're in this space where you present this as a human, you'll eventually be captured, and that's it, “This is a cartoon character. This is our avatar.”
This coincides with the discussion of Aktok Aunz heads with his fellow panelist Tara McKenty, Akqa's Aunz Chief Creative Officer, Akqa's Aunz Chief Creative Officer, Tiktok Aunz Chief Creative Officer, Akqa's Aunz Chief Creative Officer, and Aktok Aunz Head. Tara expressed concern about the digital twins, and Anthony encouraged the industry to consider AI influencers as cartoons.
The creative process becomes more like “shipping” and becomes more repetitive
Sweetshop has established the Gardening Club, an AI creative studio, in response to the threats that AI poses to traditional production processes. Giving Colin the “Innovation” position and ensuring that he is proactive and original in his “AI” position and anything that comes next.
“Innovation is AI at this moment, but what does this look like on a headset, or what does it look like at home, or how does it look like in other contexts, like games and Fortnite kinds of spaces?
Is creative processes important as AI restructured production processes and production companies and clients demanding advertising that are faster and lower costs? Colin believes that large brands' jobs will continue to demand craft because they are emotionally dependent and effective, but performance marketing will “shipped” like high-tech products.
“If you look at Spotify on your phone, it's listed in version 937 of the app, because it's always repetitive,” he said.
“I think [the creative process will be more] It's repetitive and bitwise forward, and it won't get bigger… do you have to ship something or go in the air? [moment]. ”
But “As for the core human moments, you still have the value of a director.”
“A lot of the transaction marketing and sales-driven stuff is like withdrawing from a bank account built from brand buildings. All you're doing is just withdrawing and if you're not reinvesting, these messages ultimately mean nothing.”
–
Read Colin's recent Op-Ed: Damn racing to the bottom: ai should not be a cost-cutting machine
