That’s revealing… We received an approximate brief. AI helped us optimize it and prepare the Q&A with the advertiser. On this basis, we developed the creative strategy. AI helped us verify its differentiators, its potential and its coherence with the objectives.
Next we moved into creation. Since notoriety and impact were key, we absolutely had to ensure disruption (the noble one, according to JM Dru). AI produced about a dozen coherent but obvious pitches (not to say hackneyed). We asked it to eliminate them and start again. Based on the new set of twelve, we refined three, which the AI then developed for the requested formats (TV spot, display, posters…).
The result was then handed to a human creative team, which improved and personalized it. Total timeline for the operation: one week (versus at least a month with purely human effort); selling price for the operation including human input: €5,000 (at least €20,000 for purely human work).