Experiments with AI in the Creative Process

In an effort to enhance their creative process for an in-house out-of-home (OOH) campaign, a team experimented with integrating AI tools like ChatGPT-5 and Sora to accelerate concept development and execution. Initially hesitant about the potential low quality and originality of AI-generated images, they found that AI significantly increased their creative velocity by quickly generating visuals, creating copy variations, and researching contextually relevant information. The creative process involved an early phase of brainstorming and idea generation, followed by a mid-phase of refining visual directions using AI prompts tailored for different models. Despite the speed and efficiency AI brought to these phases, limitations in image generation led to frustration in the execution phase, requiring extensive post-editing to correct AI's visual inconsistencies. The campaign successfully illustrated the potential of AI to speed up early creative stages, while also highlighting the importance of precise creative direction and the possibility of future investments in more advanced resources.