Cannes Lions 2016: Artistic intelligence

Cannes Lions 2016: Artistic intelligence

Cannes – Saatchi & Saatchi has released a music video created solely using artificial intelligence (AI).

Article/19697 #1
Eclipse at the New Directors’ Showcase Cannes Lions International Festival of Creativity 2016 by Saatchi & Saatchi, France

Cannes – Saatchi & Saatchi has released a music video created solely using artificial intelligence (AI).

  • The work was conceived, directed and edited by AI with no creative input from advertising agency staff
  • It was shown alongside 18 human-made entries without the audience knowing which one was created by machines

The work, shown at this year’s Saatchi & Saatchi New Directors’ Showcase in Cannes, was conceived, filmed and edited solely using AI. A range of technologies collaborated on its creation, including IBM Watson, Affectiva’s facial recognition software and Microsoft’s Rinna. The advertising agency’s staff had no creative control.

In an updated example of the Turing test, the work was shown alongside 18 human entries without the audience being informed which one was machine-made. The surname of the supposed director of the film, Anni Mathison, is a reference to Turing’s middle name.

‘There are lots of people chatting about AI,’ Andy Gulliman, worldwide film and content director at Saatchi & Saatchi, told Campaign. ‘But we have dived in and will be fully submerged. We want to be bold. We’re not going to keep the results in-house. We’re going to show it on the big screen, to a global audience, so we can work together to find out what the capabilities are.’

The Big Picture

While there has been plenty of discussion of how automation will affect the future of work, creative jobs were thought to be largely immune. Saatchi & Saatchi’s impressive new video proves that that may no longer be true, however. For more from Cannes Lions 2016, look out for our show review, out next week.

Discover More News
Iris van Herpen unveils Sympoiesis at Paris Haute Couture Week

News

Iris van Herpen unveils Sympoiesis at Paris Haute Couture Week

At Paris Haute Couture Week, Iris van Herpen unveiled Sympoiesis, a collection steeped in material innovation.
Couture : Fashion : Bioluminescent Algae
Foresight Friday: Dan Hastings, deputy foresight editor

News

Foresight Friday: Dan Hastings, deputy foresight editor

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about.
Fashion : Luxury : Pop Culture & Media
Stat: Global spending on leisure travel will triple by 2040

News

Stat: Global spending on leisure travel will triple by 2040

A new report by Boston Consulting Group reveals that the global leisure travel market is set to triple in value, growing from £3.51 trillion ($4.25...
Travel : Hospitality : Tourism
Tripadvisor rebranding elevates travellers’ voices

News

Tripadvisor rebranding elevates travellers’ voices

Tripadvisor has unveiled a major rebranding led by creative studio Koto, marking its evolution from a pioneering travel guide into a global booking...
Travel : Hospitality : Design
Atlanta’s first women’s sports bar Jolene Jolene redefines the game

News

Atlanta’s first women’s sports bar Jolene Jolene redefines the game

Jolene Jolene, Atlanta’s first-ever women’s sports bar, is proof that interest in women’s sports is reshaping the traditionally male-dominated spor...
Hospitality : Sports : Leisure
Stat: Gen Z aren’t quitting alcohol after all

News

Stat: Gen Z aren’t quitting alcohol after all

New research challenges the narrative that Gen Z are the sober generation.
Statistic : Generation Z : Alcohol
Pattern Beauty brings authenticity and curl culture to tv with first-ever commercial

News

Pattern Beauty brings authenticity and curl culture to tv with first-ever commercial

Tracee Ellis Ross has launched Pattern Beauty’s first ever tv commercial, a 60-second spot that blends humour, nostalgia and a celebration of textu...
Haircare : Pattern Beauty : Beauty
The Messenger bot quietly transforming women’s safety in Jordan

News

The Messenger bot quietly transforming women’s safety in Jordan

A discreet digital tool is offering life-saving support to vulnerable women in Jordan.
Artifical Intelligence : Technology : Women's Safety
Stat: Study finds TikTok is reshaping luxury discovery

News

Stat: Study finds TikTok is reshaping luxury discovery

A new study in the US, the UK, France and Italy, commissioned by TikTok, reveals a structural shift in how consumers discover luxury, inc...
Statistic : TikTok : Luxury
BMW rebrands motorcycling as digital detox

News

BMW rebrands motorcycling as digital detox

BMW Motorrad and its UAE dealership AGMC have launched Throttle Therapy, a series of 10-second videos positioning motorcycling as a form of digital...
Health & Wellness : Advertising : Digital Detox
You have 0 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN