Adweek’s Surreal Super Bowl Ad-Pitching Bot Highlights AI's Strengths and Shortcomings

Machine learning can't yet helm a campaign, but could potentially help creatives do their jobs

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As artificial intelligence becomes increasingly advanced, how many years out are we from machines being able to write mainstream commercials?

It might seem like a fantastical notion or an academic exercise to some, but for copywriters and creative agencies, it’s also an existential question that some in the industry are taking seriously. While text-generating AI in its current form is probably ill-suited for creative projects beyond novelty gags, like Adweek’s recently launched Super Bowl Bot and its surreal ad concept pitches, even these projects show glimmers of impressive complexity or genuine cleverness that hint at the growing, inventive power of AI.

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This story first appeared in the Jan. 27, 2020, issue of Adweek magazine. Click here to subscribe.