Artificial Intelligence is fundamentally transforming the advertising industry, but whether it can deliver truly creative results remains a point of debate. “Is it just a plagiarism machine, as some people have called it, or can it come up with originality of thought and creative tools?”, asks Mark Read, the longtime CEO of WPP, one of the world’s largest advertising agencies, as he kicks off his DLD Future Hub presentation.
WPP has embraced AI through its platform WPP Open, which helps more than 70,000 employees generate content and delivers “new audience insights, superior commerce and media performance”, Read says. “A platform built for every way you want to work.”
With its many features, the high-tech tool helps humans “deliver better work” for clients, Read says. “I think that AI-enabled human creativity, which is very much how we think about it, is going to come up with better ideas for our clients.”
Read also shows how AI can speed up content production, for example through image generation. “Creating video assets with AI is the way the future is going”, Read emphasizes.
What about algorithms delivering truly creative ideas on their own? Watch the video to find out what Read believes.
