Dentsu Creative has created an AI called, The Artificial Client. It exists to assess creative work. If you just shuddered with horror, it IS an experiment. The Artificial Client will provide feedback on creative work via three fictional client personas, Ruthless Critic, the Idealistic Dreamer and the Confused Creative, and it is meant to be light-hearted. The experiment was designed to show off potential applications of AI in the industry.

The experiment is not meant to be seen as a replacement for real client-agency relationships. It’s a demonstration of the potential use cases for brands integrating AI into their practices. The same components employed in The Artificial Client can also be used to create branded AI assistants, enhancing the overall customer experience.

The Artificial Client will assess a brand design, UI design, or TV script. Dentsu Creative believes it shows how AI can be used to test creative work, uncover insights using virtual customer personas, design engaging branded experiences, build branded assistants, and answer complex customer questions.

The AI was created using various AI models, including open source models, InstructBLIP and Microsoft Azure’s Viseme API. Integrating multiple AI models enables Dentsu to provide rapid prototyping and the development of AI products for its clients.