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Alan Doak's avatar

Interesting article. In my limited experience of advertising, the emotional connection and the storytelling is what, usually, always works. I worry that out of the 1000 options AI presents creative that making the correct 'choice' will be more difficult than doing a manual brief and then executing. Thanks for your writing Matt!

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Matt Bale's avatar

Thanks Alan!

I think your 100% right, I'm advocating in essence not to by-pass the importance of the brief in the AI era, and that AI can help humans write better briefs, ask better questions etc. It will be dangerous to just 'jump' via AI into executional ideas, its what will lead to an avalanche of slop. Divining meaning, and thus emotion will be the organic brain's superpower, don't abdicate it!!

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Cleve's avatar

Enjoying your musings, thanks Matt!

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