Last week, Oliver McAteer from Mischief, posted an example of an idea enhanced by AI. [1] The short spot, produced by the agency’s content studio shows two guys attending a Halloween party populated by people in alien costumes. The twist? The guys are aliens in human costumes attending a party of aliens, thereby fulfilling the creative brief to “make an ad for Halloween costumes."
The twist, which makes the ad, was conceived by a human, the AI is just for tweaks. The real, in other words, preceded the artificial.
The zeitgeist of despair. Or not.
A miasma of comments surrounds the nature of AI. It is either noxious because it destroys art and kills jobs or it nurtures in a new age of “faster, better, cheaper.” This whole stew recalls what Churchill said after his early victories in WWII. “This is not the end, this is not even the beginning of the end, but this could be the end of the beginning”
We are at an end stage with early AI. There is simply too much falsity to make it feel meaningful. Ghost posts. Deep fakes. Plasticine smiles. And when has it ever been a complement for a person to be called “artificial?” That’s a person, like your boss, not a product like Tilly Norwood.
While much has been written about the mess we are making with AI in the agency business, I think we’d all be better off by simply recasting what it takes to succeed. We need to make it before we fake it.
Grunt work before GPT.
Vision before Veo.
Human before alien.
We may all be faking in the end with AI. Till then, creative people should revel in the ebb and flow of ideas. Where what’s old is new and what's out is in. For now, at least, our story just needs a little rephrasing. Then the cycle can begin anew.
References:
[1] See: (14) Post | Feed | LinkedIn
[2] " Whether AI actress Tilly Norwood becomes a lasting fixture or a short-lived publicity experiment, her debut has forced Hollywood to confront pressing questions about the role of artificial intelligence in storytelling. For now, she stands as a symbol of both technological possibility and deep-seated anxiety in an industry already grappling with rapid change." sourced from: AI Actress Tilly Norwood Sparks Division in Hollywood | CIO Women Magazine
