Most likely all saw the Japanese advertising, which became viral more than once and went far beyond the Land of the Rising Sun. But even Japan is famous for its developments in the field of robotics and now they decided to combine their two successful hobbies and created the world's first AI robot with the functions of a creative director. The surprise was that the first creativity of the robot surpassed the work of man.
Shun Matsuzaka is a creative employee of the Japanese advertising agency McCann and in 2015 set a goal to collect the first creative director-robot, which could create television advertising. At the annual conference on advertising in London ISBA, which was held last week, Matsuzaka finally presented his robot.
And he knows how to write.
For Matzuzaki and the team have separated a separate division of McCann Millennials and their work they decided to start with the division of television advertising into two parts: a creative brief and elements of TV advertising. To the first they related the type of brand, the purpose of the campaign, the target audience and the message that the advertisement should broadcast. To the second: tone, manner of presentation, stars, music, context and basic message.
After they created a specially designed AI base for deconstructed commercials, which were the best in terms of performance over the past 10 years. At the same time, they noted every element that helped the robot determine which part allowed the advertisement to become successful.
After the work done, McCann decided to test the success of the AI and arranged a match between him and art director Mitsuru Kuramoto. They were given the task to create an advertising video for menthol candy Clorets with the slogan "instantly fresh breath with a 10-minute effect." The client filled out a special form, which indicated which elements he would like to see in the video. The robot used 10 years of experience to create his own advertising and gave his own idea. People worked on the final version of the video.
The work of the AI robot and Kuramoto was provided for review and invited consumers to vote for the one that they liked more.
54% of respondents voted for the first video that was created by artificial intelligence. The gap is small, but still it's a robot's victory over a man.
"The evolution of future advertising agencies will be based on algorithms created by people," predicts Matsuzaka. In plans, McCann Millennials will build a similar base for the music industry on the eve of the launch of the new season of the popular Japanese television show "Japanese Idol". The team wants to know if the robot can create a new national musical hit.