Dentsu Creative Amsterdam
The Artificial Client
A playful AI experiment that generates feedback on creative work and reimagines AI’s potential in the industry.
Challenge
Overcoming the big ai scare
‘Is AI going to take my job?’ With the hype around Generative AI platforms like ChatGPT, Midjourney, Adobe Firefly and Runway, the creative industry had to quickly find ways to adapt and rise above AI’s supposed world domination. But what if we can use AI as an ally for good creative work, not its enemy?
Approach
Getting input, not just output, from AI
While Generative AI is known for creation, we know it can do so much more, from getting to better work to offering more effective customer insight, interactions and experiences. So, we embrace AI’s power and challenge it to a task it has never done before: reviewing and scrutinising creative work.
Solution
Unreal clients, real feedback
Meet the Artificial Clients who will provide unfiltered, real-time, animated feedback to your creative output — be it a TV script, brand design or interface design. With open-source models and API, we built three AI profiles with distinctive tones of voice based on exaggerated and comedic client archetypes. From the ‘Ruthless Critic’ whose perfectionism pushes creativity to the ‘Idealistic Dreamer’ who always wants bigger, better, and bolder and the ‘Confused Creative’ who constantly asks for clarification.
While nothing can replace the real client-agency relationship, we test the limits of what’s possible with technology while keeping it light-hearted. And in case you’re wondering, no actual clients were harmed in the process.
Audemars Piguet
Code 11.59 by Audemars Piguet Universelle
Spotlighting the brand’s relentless spirit to celebrate and inspire Dutch entrepreneurs.
