The above ad is pretty bland and formulaic, but not dissimilar to many ads that make it into print, appear online or on billboards on a daily basis. Only difference is this ad was produced by a piece of software: a fact that should scare the legions of mediocre and tired creative departments out there.
Which is the intention of the software’s creator, BETC Euro RSCG which is part of the Euro RSCG Worldwide division of Havas.
“After this first reaction, they get a little scared,” Stephane Xiberras, president and executive creative director at BETC Euro RSCG told The New York Times, “when they see that a software program can create the same (mediocre) results in just 10 seconds as several hours of strategic meetings and production. And that is, according to Xiberras, “a pretty scary thing.”
Promising the software, named CAI for Creative Artificial Intelligence, could get much better within a year, Xiberras said the fact that most ads are “no more than a reconstitution of already existing ideas and forms” led to the development of the software.
CAI - which is programmed with thousands of images, copy and strategic logic - produces several possible ads from input ranging from product category and type, to communication objectives (create awareness, introduce a product, etc), to the target market demographics, and benefits of the offering.
BETC Euro RSCG may have produced the software in an attempt to underscore the abundance of bland advertising, but I suspect a fair number of marketing directors will see it as a viable replacement to the uninspiring creative departments they rely on.