I lead product strategy at a creative agency and use AI 'hallucinations' to come up with ideas for brands

"The biggest thing about creativity is that ideas need to feel original and unique. I think everyone in the creative industry fears that if we're all using ChatGPT, we're going to have the same ideas - that we'll get into a sea of sameness. It's a race to the bottom. A lot of people come at creative ideas in different ways."

"We serve up 180 genres and 20 different actions, things like "I want to go on a trip" or "I want to go out to eat." And then the genres add a little bit of nuance: "You said you like to go out to eat. What kind of food do you like? You'd like to go on a trip. What kind of traveler are you?" That's where we can really pinpoint passion points."

Ideas must feel original and unique to succeed in creative work. Episode Four built RYA, an internal creative AI that produces radical but audience-acceptable ideas by grounding outputs in real consumer data. The agency runs a weekly survey asking Americans how they would spend extra time or money, mapping responses into 180 genres and 20 actions to identify nuanced passion points. The dataset trains large language models to generate rapid, human-like creative concepts, intentionally embracing some imaginative 'hallucinations' to keep ideas fresh. RYA has supported creative work across financial services, automotive, and travel client briefs.

Read at Business Insider