How An AI Defines Customers


mccannjapan

Recently, in the Business Insider, a story spoke about how a Japanese Advertising agency hired an AI (see above picture) to do an ad campaign (http://www.businessinsider.com/mccann-japans-ai-creative-director-creates-better-ads-than-a-human-2017-3).

Surprising, it was rather successful.

The inventor, Shun Matsuzaka, “wanted to create the world’s first AI creative director, capable of directing a TV commercial”.

He did it. But before you can say “holy crap!” consider that the AI, like any electronically developed and programmed instrument, must be designed and have focus in order to do its job. You gotta tell it what to do and how to do it. So Matsuzaka’s team, “McCann Millennials” outlined two basic approaches necessary to capture an effective ad campaign:

The creative brief: The type of brand, the campaign goal, the target audience, and the claim the ad should make.

The elements of the TV ad: Including things such as tone, manner, celebrity, music, context, and the key takeout.

Confectionary corporation Mondelez took on the contract and hired the team’s AI, and so the contest was on. Selecting an industry expert to take on the challenge of creating a wining ad campaign against that of the McCann machine, the application approach was that the client was asked to fill out a form with all the elements they wanted to appear in the ad. The AI robot then scrambled the database for ideas (humans were required to actually produce the final creative).

The two spots would then be thrown to a nationwide poll, where consumers could vote for which ad they preferred.

The key phrase in which the ad was to revolve around was the following:

“Instant-effect fresh breath that lasts for 10 minutes.”

The winner?

Depends; 54% of the public participating in the vote voted for the human.

But for the ad executives, the AI won hands down. As the article stated: “when the 200-or-so advertising executives at the ISBA Conference were asked which they preferred, they voted for the crazy dog spot, directed by the robot. Clearly those advertising executives were not the target market for this particular campaign, but the experiment appeared to demonstrate just how creative — and funny — AI can be.”

Humor in AI?  Viewers familiar with science fiction will hear the common refrain that ‘robots can’t make people laugh.’ Guess that’s not the case anymore. Meantime, the McCann Millennials are at it again – this time, working on a “commercial database for the music industry to see if it can create the next pop smash hit.”

Somehow, I think  this latest project will be proved to be far easily for them to achieve.

(To see the ads, go to the link above and judge for yourself).

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