E- paper: Why artificial intelligence is being used to write adverts

More of the creative work these days is not being done by humans at all. When Dixons Carphone wanted to push shoppers towards its Black Friday sale, the company turned to Artificial Intelligence (AI) software and got the winning line "The time is now". Saul Lopes, head of customer marketing at Dixons Carphone, thinks it worked because it didn't have the words Black Friday in it. His human copywriters had produced dozens of potentially successful sentences but they all mentioned Black Friday. It was technology that broke this chain of thought.