Artificial intelligence is completely transforming the advertising landscape, offering new opportunities for agencies to increase their productivity and efficiency. At 87seconds, this advancement is welcomed with enthusiasm as a true ally for the creative, production, and post-production teams.
ChatGPT, Midjourney, Dall-E, Stable Diffusion… These technologies are a boon for creative idea development. Like new little assistants, they provide more fluidity to projects and, when used properly, can lead to cost savings. However, it is important to keep in mind that it is the big ideas that evoke emotions, the result of the work of creative teams, that make a difference in the success of communication campaigns. This reality will not change, and it is important to emphasize it.View more cases
The use of new AI tools offers many advantages. In terms of campaign design, access to these AI tools allows for faster inspiration, more efficient design and adaptation of content, and quicker qualitative outcomes. Creatives can use them for creating mood boards and searching for photographic references without spending hours in image banks and databases.
AI is also useful for pre-testing analysis. Used at different stages of the design process – ideation, storyboarding, key visual creation, initial beta testing, and even campaign launch testing – they optimize storytelling, editing, and art direction to improve production quality while saving time.
However, human talent remains essential for creation, analysis, and especially strategic decision-making. Let’s not forget that AI lacks the sensitivity to play with emotions, a key element for developing successful creative advertising campaigns. And if we take a step back, don’t brands rely on agencies to create fresh and 100% original content? The answer is most likely YES across the board.
It is important to note that while the use of these new AI tools in creative agencies is highly desirable, it currently raises legal and ethical concerns that we need to remain vigilant about. Apart from energy consumption, legal issues such as copyright, plagiarism, and morality should be a point of concern for agencies developing communication campaigns (print, videos, audio…) generated 100% by AI. In response to AI generating content through “learning” from existing works, authors are filing their first complaints. Finally, there is the question of commercial use of this content. Who does it belong to? The tool? The agency? The client? Can it be sold and benefit from copyright protection? Should it be specified that it comes from an AI? These questions currently remain unanswered.View more cases