The role of AI in the creative process

AI can help to bridge the gap between brands and their audiences, connecting them in direct and practical ways. This fuels the question, however, about how AI can and should be used, and where its benefits can be applied most effectively. The news of the first film trailer created using AI brought into focus the rapid pace with which new applications are being surfaced. But it should be noted that what the AI actually did was to select scenes from which the trailer would be created, based on its analysis of hundreds of previous horror movie trailers. The task of assembling those scenes, editing them and adding music and effects to tell a coherent story (i.e. the actual creative task) fell to a person.