Like it, or not, AI is here to stay and so production company Made This has decided to use this to its advantage by forming a new collective of AI artists.

Made This has composed a collective of eight AI artists from around the world, each with their own distinct style. It first launched late last year and has now hit Australia and New Zealand shores, with the aim of revolutionising the world of advertising.

Knowing there are brands out there who are keen to experiment with AI, the collective wants to inspire audiences, evoke emotions and spark discussions about the impact of technology on creativity.

It believes AI provides more efficient output without compromising quality, as well as giving the ability to push the boundaries of creativity and delivered tailored artwork at a scale to a target audience.

Marie-Celine Merret, Made This Head of Creative Technology says bringing together a global community of artists to this market is a dream come true.

“We’re ensuring a responsible approach by developing principles and values that address artist ownership and attribution, regardless of AI’s role. We believe technology should elevate and support human work, not replace it.”

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Director of Film and Technology at Made This, Jay Topping says as a filmmaker and technologist, he’s certainly been apprehensive of AI – but it’s here to stay.

“Those who embrace it to enhance their creative process will lead in artistic expression, while those who use it to copy others will fall into mediocrity. True artists, with their innate creativity and vision, will excel in any medium, and AI truly liberates creative expression.”

For global brands, using AI is not new – they’ve been experimenting with AI for years. In 2022, Nike used AI to create an eight-minute video ad for its 50th anniversary, the year before BMW projected AI-generated art onto their 8 Series Gran Coupe, and just this year, Pedigree’s Adoptable campaign, used AI to match shelter dogs with their owners and won a Cannes Lion Grand Prix.

Adrián Flores, Chief Creative Officer of Clemenger BBDO says: “We’re always searching for ways to provide unique thinking to our clients. The Made This team has developed a distinguishing initiative for us to expand our creative offering that respects the creative integrity of artists and makers while harnessing the power of AI and technology. I’m extremely excited to be able to offer this to our clients.” 

Made This is inviting artists from all genres and backgrounds in Australia and New Zealand to join the Collective.