We spent the last 18 months testing, refining, and perfecting our process for how to make repeatable AI characters. It really only takes eight to 12 crisp, sharp images to give an AI model an idea of what you're actually looking to build. If capturing the voice, be sure to get high-quality audio. You only need about five minutes in total of sampling. This will help build that authenticity. The character description is where you can really get into the details. How do they normally dress? How do they present themselves? All the nuances of how the person talks, how they move, and how they speak really come to life here.

“AI Slop” gets thrown around pretty casually these days. Bad ads have always existed. That shouldn’t scare off creatives from experimenting with AI to bring ambitious ideas to life.

How do you escape the 80/20 paradox of AI, where AI will get you 80% of the way there, but then that last 20% ends up taking almost as long as if you'd just done it yourself in the first place? You might be surprised how many people start with a blank prompt box every single time. So what is that last 20%? It's the context layer, all of your references, preferences, and all the examples that really instruct the large language model on what you're looking to accomplish. Training a skill or building a project folder might take a little bit more time on the upfront, but it creates a lot more leverage on the backend.

AI has changed commercials forever. And there's no going back.

People want faster, better- more flexible ads.

Traditional productions weren't built for speed. Most ads can take six months, require massive budgets, and after you're done shooting, you're stuck with what you shot. Or you can spend even more time and money fixing it in post. I spent nearly two decades as an advertising creative. I worked on two Kia Super Bowl campaigns,led a global rebrand for Fiji Water, and worked for some of the world's biggest agencies.

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