it recast the automobile as Australia\u2019s greatest predator<\/a>. Wenborn said that the work was \u201can experimental process\u201d with everything from image generation to the workflow to audio restriping having AI involvement.<\/p>\n\u201cThat was one were the client really came with us on a bit of a journey,\u201d he said.<\/p>\n<\/p>\n
\u201cAI is not new to the world but in the last two years, it\u2019s become a big, loud thing for our industry to fear or try to claim. We\u2019ve seen sole AI businesses pop up, work streams and other things,\u201d said Wenborn.<\/p>\n
\u201cI don\u2019t think we\u2019re here to predict what it\u2019s going to become or what it\u2019s going to do. But what we do want to do is be part of it. We don\u2019t want to try to define it for anyone\u2026 What we\u2019ve said about Made Promptly is it doesn\u2019t even have to endure. We could close it by Christmas or in six months time. It might reinvent itself in the coming months.\u201d<\/p>\n
Ferrier echoed Wenborn\u2019s thoughts, saying that the current standalone AI businesses offered in the market are \u201cpretty functional\u201d but lacking on inspiration.<\/p>\n
\u201cWhat\u2019s more interesting to us is how AI can enhance the creative process and distribute that content to put it in the world. when the right tools get developed to make [automation] happen, we\u2019ll start to embrace those and bring them on board. But that\u2019s not our business model to develop a tool specifically,\u201d he said.<\/p>\n
\u201cWe\u2019re taking this approach because Thinkerbell\u2019s proposition is to unleash measured magic into the world to keep things interesting. We\u2019re interested in how AI can help deliver on that. So if we find it interesting and motivating, then that\u2019s where we\u2019re going to place our emphasis.<\/p>\n
\u201cAt the moment, we\u2019re embracing AI throughout the agency but we\u2019re not trying to put it in a bucket and say \u2018It has to do this\u2019. We want a framework to be able to explore it as the area develops. That\u2019s why we\u2019re using \u2018Made Promptly\u2019 through the agency but we\u2019re not saying it\u2019s a division or it\u2019s a separate business unit,\u201d added Ferrier.<\/p>\n
\u201cParadoxically, it\u2019s a little bit of structure, a rallying point that people know to use AI and recognise when they\u2019re using AI and deliberately leaning into the space a bit more.\u201d<\/p>\n
The Menulog work, Wenborn said, was a great example of what could be possible if both client and creative team lean into the tech. Ferrier and Wenborn both said that other clients, including Chinese automaker GWM, are starting to ask what Thinkerbell could do for them with AI.<\/p>\n
\u201cWe put creatives in every conversation with the businesses we partner with so there\u2019s a closer link between the creatives and the business problems. Now, thanks to AI, there\u2019s a closer link between those creatives and production. We\u2019re bringing the ability to make closer to the business problem\u2014which is good, it\u2019s exciting. But there\u2019s also a heap of concerns and watch outs that come with it,\u201d said Wenborn.<\/p>\n
\u201cThere\u2019s an experimental mindset that some clients are really leaning into and often Thinkerbell is thought of as doing those disruptive ideas. I think we\u2019re getting a lot of knocks on the door because of that.<\/p>\n
\u201cOver time, everyone will optimise, find the shortcuts, save time and money here and there. But the truth is, if you care about what you\u2019re doing, you care about what you\u2019re putting out into the world, there\u2019s going to be a very different standard between the AI slop that can generate itself and everyone being a creative versus the professionals that are using this tool to add value on top of what they\u2019re already doing,\u201d Wenborn continued.<\/p>\n
At the moment, Ferrier said, Thinkerbell is \u201cholding onto\u201d Made Promptly.<\/p>\n
\u201cWe love it. We\u2019re holding onto it at this stage but we\u2019re also holding onto it loosely. At the moment, it fits our needs to galvanise around the issue and figure out where Made Promptly sits, where it adds value, where it doesn\u2019t and so on. It could become its own business unit, but it could also disappear. We\u2019re totally open to seeing how it evolves,\u201d he said.<\/p>\n
And so are we, for what it\u2019s worth. AI is very likely to be the future\u2014Ferrier described as a \u201cfar cry\u201d from the Metaverse and NFTs (thank god)\u2014but what that future is, remains elusive as a prospect.<\/p>\n
\u201cIt\u2019s amazing that people are coming out with such certain predictions [on AI]. I\u2019ve been around for a while and I\u2019ve never seen anything as revolutionary as this hit our industry. It\u2019s absolutely fascinating,\u201d Ferrier said.<\/p>\n
\u201cThis is something very, very different and so we have to ride with it. We need some language, an idea, a philosophy that rides with it as it develops\u2014not to say, \u2018Right, this is it.\u2019<\/p>\n
\u201cThe alternative has been to mop up the really boring bits and say \u2018Right, we\u2019re going to build a business out of the really functional stuff\u2019. We have no interest in doing that. If others want to do it, then we\u2019ll happily take that on board. But that\u2019s not our game.\u201d<\/p>\n
That should be an exciting prospect for all creatives and all clients who value creative. Anyway, about that pint\u2026<\/p>\n
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