Don't let AI do your job, use it for it

07/11/2022

Michaela Pechanová, Creative Director Ogilvy, writes for Marketing&Media on how creatives can use AI for their work and what AI is no longer enough for.

Michaela Pechanová, Creative Director Ogilvy

Michaela Pechanová, Creative Director Ogilvy

In 2018, Lexus sent out the world's (allegedly) first ad written by artificial intelligence. It reportedly took inspiration from the best Cannes Lions spots of the last 15 years to write a script that you probably won't understand, but neither will the Lexus CEO, as he soon admitted. All he wanted, he said, was for their work to generate controversy. But it's not enough to make a great commercial.

"Exceptional creativity is not about using AI. Creative is knowing why you want to use it, what it says as a brand, and most importantly why it's the best solution for your brief."

― Michaela Pechanová, Creative Director Ogilvy