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.

When Dixons Carphone wanted to push shoppers towards its Black Friday sale, the company turned to Artificial Intelligence (AI) software and got the …

What springs to mind when you think of advertising? Or perhaps trendy people swapping catch phrases in a converted warehouse?' Well, 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.

Mr Lopes knows that in an age of information overload consumers are becoming harder to reach as online sales patter diminishes their appetite for any message. As Phrasee comes armed with a terrific linguistic arsenal and is divorced from the individual points of view that shape the words of human copywriters he thinks it suits our jaded eyes.