The global advertising industry has agreed: Artificial intelligence (AI) is a tool. David Droga, Founder of Droga5, describes it as a “filter and accelerator”. Rob Reilly, WPP’s Global Chief Creative Officer, calls it “the greatest tool ever invented for creative people”. Arthur Sadoun, Chief Executive Officer of Publicis Groupe, has built 73 per cent of Publicis’ operating model on it. But I think the consensus is
missing something.
A few weeks ago, while scrolling LinkedIn between an elevator and my Uber, a line stopped me: “What if we see AI not as tool but as material?” I put my phone away, got in the car and kept thinking about it for the entire ride. Which, if you kno
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
