Artificial Intelligence (AI) Drives Creativity in New Ad Campaigns

As in many other industry sectors, artificial intelligence (AI) is impacting advertising design, utilizing software to generate ideas for copy, as well as graphics, content and other marketing materials. For example, Supernatural LLC, an ad agency in New York City, offers clients The Machine, a set of algorithmic tools that use data from social media, search engines, third parties and other resources to identify potential audiences, analyze competition and ultimately generate creative ad ideas. The Machine helped the firm design a hip, quirky campaign for Wandering Bear Coffee when the AI platform found an audience seeking irreverence with regard to drinking coffee. The result was several ads featuring a talking, coffee-drinking bear who delivers sage advice quips with the tag line “Gentle, Like a Bear.”

AI is especially effective in testing large numbers of minor variations in copy or color schemes, enabling optimized design choices for target audiences quickly and inexpensively. The technology also includes tools such as OpenAI, Inc.’s GP language generator, which uses deep learning to produce human-like text in any number of languages.

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