McCann Japan Adds Artificial Intelligence Creative Director To The Team

McCann Japan Adds Artificial Intelligence Creative Director To The Team
B&T Magazine
By B&T Magazine



Ad agency McCann Japan has appointed an artificial intelligence creative director who has the capacity to give creative direction on real client accounts.

The AI, AI-CD β, will be in attendance at McCann Worldgroup’s new employee welcoming ceremony on April 1, along with 11 new college graduates.

According to a report from The Drum, AI-CD β was crafted by the agency under its ‘Creative Genome Project’, the first in a series of projects undertaken by the agency’s ‘McCann Millennials taskforce’.

The McCann Japan creation will be the first logic-based creative assistant that’s based off the historical success of TV ads, and has been built to respond to a product or message with the top commercial guidance based on previous data.

The AI has also been designed so that it can analyse the results of campaigns it’s directed in order to make it a more effective AI creative director.

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.”

But while this technology is all very cool and futuristic, there is a lot of concern in the industry regarding the impact artificial intelligence will impact jobs.

Speaking at Adfest in Thailand this month, AKQA’s Eric Cruz looked at the effect that automated services would have on creativity. Per, The Drum, Cruz said services like SquareSpace and Wix has already computerised some digital designer roles, leaving them almost redundant, and that by 2020, social media managers would face the same fate.

“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,” Cruz said.

Image: The Drum




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