My opinion on Ai and what it means for creatives and the brands they collaborate with.
We've been using AI tools at Magnafire for a couple years now, mostly to handle repetitive tasks in post-production. Generative AI, which creates videos or images from a human prompt, is evolving so fast—it's concerning for some brands, but exciting for others.
Generative AI in advertising:
My conversations with brand marketers reveal mixed feelings:
🟢 Excitement: AI brings efficiency and new possibilities.
🔴 Concerns: Issues around quality, consistency, and maintaining brand authenticity.
🔴 Toys R Us released an AI-generated ad that faced backlash for missing the "human touch" and looking weird.
AI has the ability to support us with a new idea, but to be truly creative is something that is uniquely human. I'm curious to see what the opportunities and challenges that lie ahead.
What are your thoughts? What did I miss?
-Darren Rayner, Creative Director