We created “AI-CD ?”, the first-ever artificial intelligence that can give creative direction to make commercials. Some 1,000 award-winning TV works from the past 10 years were broken down, analyzed and tagged to create an algorithm for producing effective commercials. To ensure that the product’s message was communicated effectively, we had the AI and a human creative director both create commercials based on the same brief. We asked users to vote online on which CM conveyed the message better.

To build the A.I., we looked at some 1,000 award-winning TV works from the past 10 years and tagged them with original tags, then broke down and analyzed them to find out what makes a good TV commercial. An algorithm was created from the result. By entering the creative brief, the A.I. will write out the creative direction in calligraphy.

We then created a website where people could see the commercials made by the human creator and the A.I. without knowing which was made by which creative director. The campaign took the form of a nationwide poll asking viewers to vote on the commercial that more effectively messaged the product benefit.

The world’s first head-to-head creative battle between an A.I. and a human creator became big news and attracted the attention of the world right out of the gate, resulting in media exposure worth more than 50MM yen. In the end, the ads reached over 20MM people through TV, newspaper, and online. The best result?over 97% of people that voted for the campaign responded that they now want to buy Clorets Mint Tab.