Why Bombay Sapphire Turned to a Robot to Inspire Human Creativity

Global marketing vp Natasha Curtin discusses the campaign as part of creative director Baz Luhrmann's lead

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The debate around artificial intelligence replacing humans has been reignited in recent months, and it’s one that gin brand Bombay Sapphire will further stoke as it employs a robot to re-create inspirational images from humans as part of a dedicated gallery installation.

“It’s far outweighed our expectations, which shows a real curiosity and a wish to see a bit behind the curtain,” said Bombay Sapphire’s global vp of marketing, Natasha Curtin, as she discussed the Bacardi-owned brand’s creative initiative that began in London and is headed to New York.



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