We’ve said it once and we’ll say it a million times more - while our machine makes it easier for us to hack audience insights and hone the creative brief, it is imperative that it’s used in conjunction with human creativity. We read this article about OnlyFans, yes we’re talking about OnlyFans, and how it’s successful largely in part to the humanity that is involved. In particular this line gave us pause, “creativity and cognitive power can transform even the most physical and personal tasks.” That’s essentially our philosophy as it applies to advertising.

We believe that the content that AI creates will never hold a flame to what the human brain is capable of, in our use case. AI is the ultimate crowd source machine, so anything it produces has been filtered through other’s creativity. It’s competing with the million of other images that it’s sorted through to create the image you're asking it to produce. The OnlyFans article states that “The lesson here is that whatever AI creates will not simply compete with what skilled humans create. Instead, it will compete with millions of things created by multiple people and sifted by other people and by AI itself.” That idea is at the core of all we do at Supernatural.

So while AI can create imagery and creative assets, it’s not getting to the heart of it and that’s where we come in.

If you’d like a demo of our machine, please reach out to John Elder. We’d love to share it with you.