AI Powered Ad Creative: Where Creativity Ends and Automation Begins
You’ve been using (and benefiting from) artificial intelligence for years. Whether you knew it or not.
Face ID. Predictive text. Personalized social feeds. Anti-virus softwares. Streaming recommendations. Google Search. Shopping. It’s in our digital blood.
The same goes for ReMake. AI has been, and will continue to be, a major part of our journey; as we expand our AI creative roadmap to ensure content versioning and localization is as simple as it possibly can be for our users. It’s the ultimate people-enabler.
All these AI-powered tools are aiding us (and our clients) on a daily basis - yet there’s still some hesitation to accept it, especially in ad-world. Can any brand, agency, creative and producer reluctance to embrace artificial intelligence be justified? Are we even there yet?
The answer is yes, to both. But the question shouldn’t be whether or not to empower AI yet but, rather, how we empower it and when. This is important. AI powered ad creative isn’t a thing of the future, the technology is here (now) and we have been using it - knowingly or unknowingly. So how do we use it to our advantage, and safely?
As a creative automation company, it’s something we ask ourselves daily.
Where Creativity Ends
The culprit behind the hesitation (and all the noise), of course, is Generative AI - Midjourney. Chat GPT. Google Bard. DALL-E. Firefly. Amongst other AI powered ad creative tools.
Suddenly, as if from nowhere, a suite of AI creative platforms and features were unveiled that, in some cases, threatened to replace the jobs we love most. Notably, the creative ones. Worries among creative communities came with good reason.
In our opinion, the creator needn’t be threatened. Authentic human creativity and storytelling will always prevail. After all, it is human stories that we connect with.
As far as we see it, AI powered ad creative isn’t here to (and shouldn’t) replace creativity, but rather assist humans in the process of creation. A means to help us ideate, create faster and more fluidly. Perhaps, even, a cure for the creative block.
And that’s really what AI is best at. Helping us to reach our destination quicker and smarter - replacing the menial and laborious tasks that we hate to take on anyway. In this guise, AI is simply a tool to aid us. No different to the ones we’ve been using for years - for some, unknowingly.
Even as far back as 1913 - when Henry Ford unveiled the automation of his production line. People worried they’d lose their jobs, but they didn’t. Instead, they became more skilled. It allowed them to do more, work less and - even better - earn more money.
While in some cases we may choose to empower AI further - it will and should ultimately be humans that control the final output, where it really matters. This is most certainly the case when it comes to production and automation. The point where creativity has to stop.
Where Production and Automation Begins
Production and automation - in the world of advertising - is the strictly-business end of the creative process. Where scale, speed, efficiency and deployment - all with 100% accuracy - is and should, categorically, be the focus. It’s unquestionably ours.
At ReMake, we are the brand guardians; helping them to deliver content to global audiences without the risk of compromising identity. The solution our platform was built to solve.
This is where the how and when comes in.
To jam AI in where it’s not wanted, simply for the sake of it, is a fool’s errand. Despite what that may mean for your investor pitch. Square peg, round hole - we’ve seen what the downsides can look like. It’s a f**king dumpster fire.
In our world, the creative buck stops when your files arrive with us. Because it has to.
Where ReMake and AI align is in the tough tasks, the boring jobs that have to be done in order to version and localise creative at scale - on time and without wasting a dime. That’s where the real power lies. A monumental relief for production and design teams the world over. A solution, in the purest sense of the word.
One thousand versioned (brand compliant) assets in an hour - that’s the power of AI powered creative. Tell us, producers - does it get much better than that?
We’re not here to give humans creative licence, let alone machines. The risk is too great. Our role is too important. Brand identity is far too precious.
A look at the recent uproar relating to evident bias in Midjourney’s AI creatives is a case in point. A stark mirror of human flaws. It’s sad to see. But now imagine that’s a brand, delivering assets on a global scale. That really is a f**king dumpster fire. One you may never come back from.
AI is unequivocally powerful. We’ve seen it. We’re doing it, remember. But it really is about how you’re using it that matters most. Think back to the AI-powered tools we mentioned at the beginning of this article. The ones that make your life easier. That’s what gets us excited - and when it comes to production and creative automation, that’s everything ReMake is about.
Generative AI will work, we have plans to make sure of that - but with strict guardrails that rely on your data and an undoubted understanding of your brand. Zero access to open source. Watch this space.
The future of AI-powered advertising is nothing if not exciting. It’s just about doing it right. And part of that is picking the right creative automation platform. You know where we are.