What are the thoughts of a production company, especially an ACCP member, producing AI work? I may be wrong but I think The Deli + AndSo just put out a nearly fully-AI project for a paint brand.

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It’s just ok work. Unfortunately for a lot of people/clients it will be enough, but it won’t ever have the soul and creative that a real person can put into it.
Canadian advertising is already boring and overly safe as it is, hopefully that won’t become a trend.

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At this point it's impossible to imagine a world where for most production, AI is used as part of the workflow in some capacity– whether to help with ideation / scripting, storyboarding, production, post, whatever. To think it's going away or that it's going to hit a wall is naive, it's obviously going to become more and more integrated.

Personally, I'm not bugged by the work. AI isn't what made it good or bad. To me it's no different than shooting on green screen or dropping in a matte painting. Heavy VFX doesn't make a spot less legit, it just gives it a certain look, shaped by budget, constraints, and creative choices.

I think AI will follow that same path. It's not gonna replace intent or vision, it's another tool in the mix, with a specific look.

You go glen coco!

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Agree with this take!

AI is a thing whether ACCP likes it or not unfortunately.

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Absolutely agree. I’m wondering what the sentiment is around this. Maybe the ACCP bit could have been left out of my post.

that's where we're headed

Curious to see the ad and how it turned out.

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