A recent IPA council debate has concluded that agency leaders are split on whether AI is a threat to the advertising business following a hotly-contested vote.
With arguments for and against the motion presented by deepfake versions of former IPA president Julian Douglas and IPA director general Paul Bainsfair, it was eventually decided by one single vote that AI does not pose a threat to advertising agencies.
Developed by VCCP creative director, Morten Legarth, the scripts were written by GPT 3.5, with voices generated using Eleven Labs and face animations created by D-ID.
They were then applied to pre-recorded videos of Douglas and Bainsfair using After Effects, Legarth claimed that the entire process took him around 30 minutes.
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Arguing for the motion, ‘Douglas’ said: “AI is a major threat to advertising, and it will change every aspect of the industry. While some may argue that human creativity is still essential, I believe that AI has the potential to revolutionize the way we approach advertising and create more effective campaigns.
“It’s time for the advertising industry to embrace the power of AI. We must adapt to the changing landscape of our profession or risk becoming irrelevant. I urge all of you to take a closer look at how AI can transform your advertising campaigns and start experimenting with this technology today.”
Arguing against, ‘Bainsfair’ countered: “While AI technology certainly has its benefits, it is not a threat to the future of advertising agencies. Human beings are the ones that build the relationships, develop strategies, and create content that resonates with the intended audience. AI technology cannot replace the value of human creativity, intuition, and empathy.
“I want to emphasise that while AI technology is a useful tool there is no danger that it represents an existential threat to advertising agencies. Let us continue to do what we do best and develop innovative and impactful campaigns that achieve real results for our clients.”
