5 principles to harness Creative AI - "How to consistently create new ideas that deliver results"
Pencil's founder Will Hanschell wrote another clever thing, based on ~100 brands and agency pilots. Here's the TL/DR
1. It's not about variations. It’s about new ideas
2. Ads are just noise unless they are meaningful
3. Briefs have to be simple while offering control
4. Minutes are the speed of collaboration
5. Nothing matters if the ads don’t work