Creative professions in advertising agencies
Posted: Tue Apr 22, 2025 5:12 am
At Wunderman Thompson France, creative director Paul-Emile Raymond, a front-line talent, shares his vision on the subject in the CreAItivity white paper. AI is already being used in the agency to design campaigns. For example, consider the Campari campaign at this year's Cannes Film Festival ; the " Cinematic COCKT.AILS " project. But the agency is also using it to create visuals and simplify moodboarding, storyboarding, and even for shoot intentions.
Today's artificial intelligence can be compared to yesterday's Photoshop. Jobs will be transformed, not replaced. But producing more, faster, can still have negative consequences. This would lead to a headlong rush, similar to the one we experienced in the early days of digital technology. And there's no question of producing content without added value!
The arts and crafts
To discuss the artistic sphere, the report finally reveals an interview with Sébastien Devaud, known as Agoria, a French electronic music producer, composer, and DJ. According to him, it is highly unlikely that Artificial Intelligence—or Algorithmic Intelligence, as he prefers to call it—will kill music production. Audiences will always need to connect with their artists. But here again, mastery of the tool is essential, as it would be very difficult to create interesting and personal things using it in an expected way. It would be a creation, but would it be an artistic work?
The vision of WPP, the world's largest list of us mobile number database of advertising and communications agencies
AI allows us to reach users more effectively. It can also be an undeniable source of creativity when properly guided. Within its network, WPP has been using AI in its campaigns for over seven years. But do tools like ChatGPT, Midjourney, and DALL·E, which are taking center stage in the media with their unprecedented performance, represent a sustainable path for integrating AI into our marketing departments? Certainly not.
Today's artificial intelligence can be compared to yesterday's Photoshop. Jobs will be transformed, not replaced. But producing more, faster, can still have negative consequences. This would lead to a headlong rush, similar to the one we experienced in the early days of digital technology. And there's no question of producing content without added value!
The arts and crafts
To discuss the artistic sphere, the report finally reveals an interview with Sébastien Devaud, known as Agoria, a French electronic music producer, composer, and DJ. According to him, it is highly unlikely that Artificial Intelligence—or Algorithmic Intelligence, as he prefers to call it—will kill music production. Audiences will always need to connect with their artists. But here again, mastery of the tool is essential, as it would be very difficult to create interesting and personal things using it in an expected way. It would be a creation, but would it be an artistic work?
The vision of WPP, the world's largest list of us mobile number database of advertising and communications agencies
AI allows us to reach users more effectively. It can also be an undeniable source of creativity when properly guided. Within its network, WPP has been using AI in its campaigns for over seven years. But do tools like ChatGPT, Midjourney, and DALL·E, which are taking center stage in the media with their unprecedented performance, represent a sustainable path for integrating AI into our marketing departments? Certainly not.