Saatchi’s AI showdown: man vs. machine

Geoffrey Precourt

Artificial intelligence (AI) has frequently been hailed as a disruptive technology for media buying, but it may also exert a significant influence in creative departments.

As programmatic advertising has brought chaos to media-buying agencies and departments, will technology equally disrupt the way messages are created for advertisers?

Or, as Chris Pierantozzi, Saatchi & Saatchi's Executive Creative Director, posed, "Is it possible that machines have the potential for unlimited creativity in the future?" Addressing delegates at the 2017 Ad Age Next Conference in New York, he had an answer that may terrify copywriters and art directors the world over: "We think that machines do have the potential for creative, and are going to be treated in a different way in the future."

Chris Pierantozzi, Executive Creative...

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