'Human-machine hybrid' agency promises faster, effective creative ideas

"It was really clear to us that the solution to the problem, as it has been in industry after industry, was technology," said Barrett, the chief strategy officer. "We needed to take a radically new approach of the application of technology to the problem of creativity, so we are building machines that humans can use in order to make better advertising faster. If you think of advertising like building a house, you can build a house with hand tools or you can build it with power tools. What we're trying to do is build the power tools. While many agencies tout their artificial intelligence or machine learning capabilities, the founders of Supernatural believe their offering is different because it serves as the agency's nucleus. "So many agencies say they have some kind of version of this, but what they're talking about is an AI algorithm that tests ads after they are already out, or an AI copywriting thing," Caiozzo said. "The entire agency, every single person, collaborates with the platform we're building -- before the ads are made, not after.