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Bowl Leader
I had an interview w/ the Hiring Manager at Boston Consulting Group for a position and it went so well that the HM said on the spot I was going to be moving onto the next round. Its been weeks since that interview & I've had to follow up w/ the recruiter 3x asking for an update. I mentioned interviewing elsewhere but prioritizing BCG. He finally responded to that saying he was going to debrief with the HM and get back to me but nothing... what gives?
Bowl Leader
Chief
Additional Posts in Ad fish in Toronto 🐠
How is John St these days for accounts?
What’s it like at Camp J these days?
Still waiting for the Heinz soup response
Most sweatshop agencies?
Rising Star
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I will say. We did a photoshoot recently... And the AI photo generator did a better job than the fully custom CG artist.... And we ended up needing to use a hybrid because the custom work wasn't cutting it on our timeline.
AI will shrink our industry’s headcount substantially. It will also improve rapidly. ‘Taste’ ‘instinct’ and ‘human decision making’ will not stop that (when was the last time any of those things actually survive the agency process?).
The other side is that storytelling will explode. Walk into an Indigo bookstore circa 2016 - that is the future of content. More stuff than anyone could ever possibly consume, because it’s cheap to produce.
Pro
Owner 1 and others. I can sense you’re threatened and stressed. This won’t make it any better. But yes. Proof. Beyond a Little sample. Done in a few hours yesterday. This is beyond it might happen one day. This literally happened yesterday.
https://www.reddit.com/r/ChatGPT/comments/1ksljfs/i_used_to_make_500k_pharmaceutical_commercial_ads/
A real consumer will never notice the difference. AI is here. AI is happening. Being scared is normal. This is resetting biz models and careers. Check out Harvey A.I. it’s disrupting the law industry. Adapt or die.
Chief
Probably both of those models would exist to cater to different budgets/ideas. There’ll be one-person shows, who can just make stuff by themselves all done with AI. And there will bigger productions that combine live action and AI content.
For AI generated images/footage: I’ve seen AI used in treatments and boards from directors, but never for the actual work that goes to air. There’s a lot of grey area with the legal usage of AI and it’s hard to track if something is using IP or anything that would require clearances and licensing. I think the biggest change we will see over the next while is how AI technology companies will try to build trust with Clients so they’re comfortable using it. Right now, many clients forbid it.
There are also tons of cool ideas being built with AI that are their own category. 1st Ave Machine has a pretty cool reel of some AI built stuff.
I think you’re right that there is some line with “fully generated” content, idk what it is though.
It seems ok to use generative AI a lot for “simple” things like extending backgrounds to get images to fit different dimensions ratios (e.g in banners). Makes things less tedious for studio, makes shoots more efficient if one photo can work for all different sizes.
Pro
A commercial like That costs more like 1.5 - 2 in Canada with actra. That much talent speaking on camera in different locations.
As a commercial director - AI has been a wonderful tool for concepting spaces with our production designers.
Pro
AI can make the same or better commercials right now than what directors can. With talking. With talent direction. Look what Google came out with this week.
I suspect it will just happen despite unions putting up a fuss.
Similar to how uber just happened despite the protests of unions and legal threats.
This is near term
I guess it’s easier to think “it’s just how things go” than to live in constant anxiety or moral conflict.
Our own type of bystander effect. I guess we are all so disillusioned with the economic state of the world apathy is our new normal.
Not an answer to your question but I’ve been doom scrolling all these VEO 3 videos today and I think I’ve worked myself into a depression.
Nothing can reaplce a good director but AI will finesse overtime and it can't add that same value so directors might need to add it in their toolkits for sure!
Basic brand will shoot with AI but nothing captures an ad/story like a star director - those stories will always connect better
Very timely. I don’t think the biggest automaker cared about craft.
Chief
If VEO 4 allows you to upload assets and create consistent locations and characters from shot to shot, production crews will exist mostly to capture content to upload into the AI workflow. The more I learn about this, it’s impossible to not see the massive change about to happen.
You can already do this with Flow by Google.
Im curious as to what will happen once the snake starts eating its own tail, right now AI and LLM has a ton of resources to steal from. But what happens when there’s less new things being produced and they just start endlessly self referencing? Is the enshitification going to be turbo charged or will nobody care by that point?
I feel like it'll be more of an additional tool than it taking over. I've also seen it be used for more mundane filler shots like a hand writing on paper or a bullet being shot on surface but everything else was a real shoot and people acting. It saves time for other things but still feels like a genuine film.