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
AI billboard visualises real-time sun damage in UV awareness campaign

News

AI billboard visualises real-time sun damage in UV awareness campaign

A new study by the British Skin Foundation reveals that 38% of Britons have already been sunburnt in 2025 – with Gen Z (35%) and Millennials (30%) ...
Advertising : Health And Wellness : Beauty
Wimbledon elevates fan engagement with AI-powered digital experiences

News

Wimbledon elevates fan engagement with AI-powered digital experiences

The All England Lawn Tennis Club and IBM have unveiled an AI-powered experience designed to deepen audience engagement and enhance match under...
Wimbledon : Sports : Entertainment
Stat: Gen Alpha lead the charge in back-to-school shopping

News

Stat: Gen Alpha lead the charge in back-to-school shopping

Children and teenagers are now the primary decision-makers in back-to-school shopping, according to a new global study by SuperAwesome.
Retail : Gen Alpha : Statistic
The Fashion Innovation Agency debuts 3D garment volumetric capture service

News

The Fashion Innovation Agency debuts 3D garment volumetric capture service

The Fashion Innovation Agency at London College of Fashion has launched Reskinning Reality, the UK’s first 3D garment volumetric capture service ai...
Fashion : Technology : Virtual Fashion
Elemis brings beauty trackside with new Aston Martin F1 collection

News

Elemis brings beauty trackside with new Aston Martin F1 collection

Premium beauty brand Elemis is stepping further into the world of Formula 1 with the launch of four exclusive skincare collections in partnership w...
Aston Martin : Elemis : Formula 1
Stat: US cinema execs predict the end of traditional moviegoing within 20 years 

News

Stat: US cinema execs predict the end of traditional moviegoing within 20 years 

Over half of cinema executives in the US believe the traditional cinema model will no longer be viable within the next 20 years, according to a new...
Movies : Entertainment : Stat
 New clubhouse for women’s sports retail opens in London

News

New clubhouse for women’s sports retail opens in London

A new retail concept is putting women’s sport centre stage this summer.
Sports : Retail : Fashion
Foresight Friday: Rose Coffey, senior foresight analyst

News

Foresight Friday: Rose Coffey, senior foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Foresight Friday : Fashion : Sustainability
Stat: Nearly half of women feel misunderstood by brands

News

Stat: Nearly half of women feel misunderstood by brands

Despite driving an estimated £25 trillion ($31.8 trillion, €29.4 trillion) in global discretionary spending, nearly half of women worldwide say bra...
Branding & Advertising : Brands : Retail
Modem’s Dream Recorder turns sleep into spatial storytelling

News

Modem’s Dream Recorder turns sleep into spatial storytelling

Dutch design studio Modem has unveiled Dream Recorder, an AI-powered device that transforms spoken memories of dreams into cinematic video se...
Technology : Modem : Dreams
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