Over the past few years, brands have been toying with different ways AI can double as a wordsmith. While these experiments have proven that AI's ability to "learn" mass amounts of information give it a unique advantage when it comes to churning out copy, it's also become increasingly clear that there's only so much the technology can provide from a creative perspective. Take Saatchi & Saatchi Los Angeles, which trained IBM Watson to spit out copy for Toyota Mirai ads in 2017 as part of a campaign geared toward tech and science enthusiasts. While Watson was eventually able to unearth some interesting insights and string together clever lines of copy, getting there was a laborious process that involved months of training. Last year, Alibaba's digital marketing arm unveiled an AI-powered copywriting tool for brands to leverage on its ecommerce sites.