Artificial intelligence (AI) has been used for decades now to augment human intelligence and prowess. In a recent article, the BBC questions whether it can replace humans in creative endeavours such as copywriting, and comes up with a collaborative solution. A carphone company was seeking a catchphrase for a Black Friday sale, and all the options human copywriters were coming up with contained the words'Black Friday.' Stepping in to save the day was a software company whose technology ran through thousands of options and came up with "The Time is Now." Phrasee is the brainchild of Parry Malm, a Canadian living in the UK. Malm, who works in marketing, was frustrated that technology to boost human creativity didn't already exist, and set out to create the software in 2015.