DC 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?

A wide-screen character selection menu for "ARTIFICIAL CLIENT" featuring three 3D animated avatars in separate black frames against a dark, gridded background. Left: "IDEALISTIC DREAMER," a fair-skinned man with blonde hair and a smiling expression. Center: "RUTHLESS CRITIC," a dark-skinned woman with large glasses and a stern expression, noted as Age 29, Female, Style: Ruthless. Right: "CONFUSED CREATIVE," a man with a mustache and glasses wearing a blue tie with a perplexed expression.

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.

A screen capture of a game or application interface titled "ARTIFICIAL CLIENT" The main content is a dialogue box at the bottom where a 3D animated figure of a woman with glasses is giving feedback. The speaker, labeled "RUTHLESS CRITIC," says: "Oh, honey, where do I even start? Your color scheme screams 'I picked my favorite crayons,' not the sophisticated palette we were aiming for. And that typography? It's like you let a toddler choose it after their nap time - utterly mismatched with the maturity level of your target audience. The hand-drawn illustration of manicured nails looks more like a child's first attempt at finger painting than a chic representation of beauty and sophistication. It's as if elegance and style were on the menu, but you decided to serve us fast food."

A vertical screen capture of the "ARTIFICIAL CLIENT" interface. The central figure is a 3D animated man with a mustache and a doubtful expression, labeled "CONFUSED CREATIVE." His feedback is vague and meandering, referencing a car chase in a movie or TV show, suggesting the addition of a "famous actor," and asking for the script to be "elegant and calm," "peaceful," and to include something vague about the car connecting to the "soul or spirit," like "that one ad with the perfume and the desert."

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.

DC Amsterdam

The Artificial Client

Challenge

Overcoming the big ai scare

Approach

Getting input, not just output, from AI

Solution

Unreal clients,  real feedback

YOU FEELING IT?

Please rotate device

DC Amsterdam

The Artificial Client

Challenge

Overcoming the big ai scare

Approach

Getting input, not just output, from AI

Solution

Unreal clients, real feedback

YOU FEELING IT?

Please rotate device

Unreal clients,  real feedback