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Can AI do developing the creative concept of an advertising campaign?

An expert breakdown of a typical process from public sources, worked out by the same rules as your own check.

0 of 12 steps go to an agent

Goes to an agent (0)

An agent does these steps on its own.

No steps here.

AI drafts, a person checks (6)

AI prepares the work; a person reviews and confirms it.

  1. Hand the brief to the agency: written document and verbal briefing at a meeting

    AI drafts it and a person checks: AI only drafts part of what it takes.

    • Generating text in a given register

  2. Agency's internal analysis of the brief and writing of the creative brief

    AI drafts it and a person checks: AI only drafts part of what it takes.

    • Investigating a cause across heterogeneous sources
    • Generating text in a given register

  3. Creative teams develop the ideas

    AI drafts it and a person checks: AI only drafts part of what it takes.

    • Producing a result accepted by a stakeholder's taste and consent

  4. Rework or replace the creative routes on the client's feedback

    AI drafts it and a person checks: AI only drafts part of what it takes.

    • Generating text in a given register

  5. Present the proposed routes to the client

    AI drafts it and a person checks: AI only drafts part of what it takes.

    • Generating text in a given register

  6. Pre-test the creative on consumers and revise on the results

    AI drafts it and a person checks: AI only drafts part of what it takes.

    • Designing a measurement and an experiment

Stays with people (6)

These steps need a person's judgement or presence.

  1. Identify the need for advertising and prepare the client brief

    Stays with people: it takes judgement that depends on your business context.

    • Judging risk or priority in a business context

  2. Brief review with the creative director and tasking of the creative teams

    Stays with people: it takes judgement that depends on your business context.

    • Consolidating people's contributions and resolving priority conflicts

  3. Internal acceptance of the ideas: presentation to the creative director and WIP meeting, selection of routes

    Stays with people: it takes judgement that depends on your business context.

    • Consolidating people's contributions and resolving priority conflicts

  4. Tissue session with the client: showing rough routes and gathering the reaction

    Stays with people: it takes judgement that depends on your business context.

    • Open-ended dialogue with an external party

  5. Align on the route inside the client with its stakeholders

    Stays with people: it takes judgement that depends on your business context.

    • Consolidating people's contributions and resolving priority conflicts

  6. Client approves the creative route and hands it over to production

    Stays with people: it takes judgement that depends on your business context.

    • Judging risk or priority in a business context

Sources

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