What happens when AI makes creativity too effortless?
When the Springboards team asked AI to replicate a well-known OpenAI ad shot-for-shot, they expected to get close-ish. Instead they created something that could (almost) stand in for the real thing. Here Pip Bingemann, co-founder of Springboards, explores the sameness problem no-one’s talking about.
Pip Bingemann - Springboards
Recently our team ran an experiment to see how quickly we could go from concept to finished work.
The experiment started inside our own creative process. We were playing in Springboards and explored nearly 20 different ways to talk about our brand. But we kept coming back to the elephant in the room – that these models are all giving people the same answers.
We wanted to lean into this and decided to dramatise the problem instead of explaining it.
The OpenAi ad is a bit mundane, but was very well crafted. The Springboards ironic version was very poorly crafted. You say ‘Make imperfection intentional’. Sorry, the errors like the US accents with UK number plates overshadowed the irony.