Dulcie Cowling from Studio Yes argues that while AI, particularly GenAI, may assist in generating content, its best application in advertising lies in identifying pitfalls and common tropes to avoid. AI-generated ideas tend to reflect average outputs rather than bold creativity, making them useful mainly as a baseline for what not to replicate. Cowling emphasizes that while AI can create ideas that seem plausible, these ideas often lack originality, further reinforcing the importance of creative thinking in the advertising industry.
When it comes to creativity in advertising, I think I've finally found something it can actually do well today: Tell you what not to do.
If your brief is to create something average that's indistinguishable from everything currently in existence, you'd probably prefer an AI-generated script.
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