McCann Japan appoints world's first AI creative director

Rachael Micallef
By Rachael Micallef | 29 March 2016
McCann Japan robot. Meet your new boss.

McCann Erickson Japan is taking artificial intelligence to the next level, creating and appointing the world's first robot creative director.

The robot, called AI-CD β, will be assigned as a creative director to client accounts and will provide creative direction for commercials. It will also evaluate and gain learnings from results after commercials have aired to ensure it improves for future projects.

AI-CD β will be attending McCann's new employee welcoming ceremony on 1 April, along with 11, presumably human, college graduates.

AI-CD β was developed through a new taskforce in the agency, McCann Millennials, a group of staff members born between 1980 and 2000 who apparently care not for the future of their own careers, or the possible rising of the machines à la The Matrix.

The robot is able to give creative direction for commercials, drawing from a database of tagged and analysed TV commercials from the past 10 years of winners of the All Japan Radio & Television Commercial Confederation’s annual CM Festival (ACC CM Festival).

McCann Japan creative planner and the founder of McCann Millennials Shun Matsuzaka says: “Our team didn’t have a creative director, so we thought, why not create one ourselves with artificial intelligence?

“That’s how the Creative Genome Project got started. Our hope is for our AI creative director to work on many projects, gain experience, and to grow into a world-class creative director that will leave a mark in the advertising industry.”

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