Dentsu Digital Inc.'s " ∞AI " is a new service that utilizes AI in the processes of "discovering appeal axes," "creative generation," "effect prediction," and "improvement suggestions" during the creation of digital advertisements and other content.
It is drawing attention not only for elevating the level of digital ad operations but also for its role in providing hints for creators' ideas. Continuing from Part 1, we invited Mr. Junichi Wada of Dentsu Digital Inc., who was involved in developing "∞AI," to discuss the future of creators and the advertising industry as seen through "∞AI."
Creators Need Directional Skills That Capture the Essence
Q. As we touched on in the first part, how do you think AI adoption in advertising will impact creators? As AI becomes capable of more tasks, we often hear concerns like "creators' jobs will be taken away."
Wada: To generate something with AI, you need to feed it data suited to the purpose or give it textual instructions. The choice of data and the wording of those instructions significantly impact the final output. This means the so-called "direction skills" become critically important. Furthermore, while AI can generate many ideas, selecting the right one from them is still the director's job.
Creative direction, art direction, and perhaps even production work—the role of direction is immense. That's why I believe creators with these skills will continue to be essential.
To produce truly effective output, you must deeply understand user insights and constantly stay updated on client company information to grasp what they truly need. It's about having the ability to see through to the essence, isn't it? I believe this is an area current AI alone cannot fully penetrate.
Going forward, those who can discern the essence and then translate it into words and visuals—considering what exactly to show—will likely be even more highly valued. While such individuals have often achieved results in the past, I envision this aspect becoming even more emphasized, leading to a return to fundamentals.
Junichi Wada, Dentsu Digital Inc.
Q. Conversely, I wonder if the existence of AI might actually enable some people to become creators. What are your thoughts on that?
Wada: That's certainly a possibility. Becoming an outstanding creator requires various conditions—encountering a skilled mentor, accumulating diverse experiences, seizing opportunities—but AI offers significant benefits by expanding the opportunities available.
Tools like generative AI create an environment where you can deepen your own ideas through dialogue or shift your perspective. By mastering these tools and leveraging AI support, you can hone your creativity. AI can certainly expand the potential of creators, and more broadly, it might even unlock creative potential in people not traditionally involved in creative work. I believe we'll see more creators using AI as a partner to make better things.
The value lies in showcasing the "stories" only humans can tell
Q. While evolving AI solutions like "∞AI" is essential, nurturing the creators needed for the future is also critically important, isn't it?
Wada: That's right. As I mentioned earlier, I believe we need to focus on cultivating the ability to grasp the essence. I've come to realize that every time technological innovation occurs, what's truly sought after is intrinsic value.
I personally love a story told by a famous shogi player. He said, "Right now, it's said that AI is stronger in the world of shogi. In the past, 'strength' was the value of a shogi player. But now that AI has become stronger, the value lies in the story of 'human vs. human confrontations, each with their own distinct backgrounds.'" Each player carries their own burdens and life experiences, making moves while wrestling with their thoughts. That's precisely why the subtleties of each individual's life are revealed on the board, captivating people.
It's easier to understand if we compare it to sports. In any match, how many people would be truly interested in watching machines move mechanically? It's precisely because humans with bodies and minds are competing that we want to watch and are moved. I don't think people get excited about scoring points in sports just for the sake of scoring; they get excited because the player who scores has a story, a history of effort behind them. I believe creators are the ones who can create that kind of emotion.
Returning to the point, the value of creativity ultimately lies in the ideas humans generate. Ideas born from accumulated experience, thinking, and values are what truly matter. That's where the creator's value remains.
When developing "∞AI," I did initially worry we might be creating a solution that would take away creators' jobs. But I believed the true value of creators lies elsewhere, and that's what drove me forward.
Q. Regarding "∞AI," are there any future developments you're considering?
Wada: I want to challenge video generation. I believe a future exists where AI generates video ads, and the technology itself already exists. However, the current reality is that it hasn't reached practical application yet. Even for video generation, instructions are given via text, but conveying everything you want to see in a video through words is extremely difficult. That's precisely why there's potential for unexpected creations to emerge.
Achieving precise, exact-as-imagined creation will likely take a bit more time. But it might become reality in the not-too-distant future. We want to keep challenging ourselves without setting limits, keeping all possibilities in view.
Lately, a sense of crisis is gradually emerging in society—the fear that AI's evolution might replace many jobs. This raises a fundamental question: the essence of things. Even for the same job, if we can infuse it with the unique sensibilities and ideas that capture its essence—qualities only humans possess—we might find a way to coexist with AI while enhancing our own value.
The information published at this time is as follows.
As a Web Director at a major online advertising agency, I led project management for website construction and operation, as well as access analysis consulting utilizing tools like Google Analytics. In 2014, transferred to Nextedge Dentsu Inc., where I served as a CRO (Conversion Rate Optimization) consultant, leveraging web access analytics, LPO tools, DMP tools, and user testing. In 2016, joined the Advanced Creative Center from its inception, driving the planning of direct creative, its PDCA cycle, and the development of AI-powered creative solutions. Assumed current position in 2023.
