MADE THIS has launched the AI Collective in Australia and New Zealand. The collective features top AI artists from around the globe, curated by MADE THIS, just like how production companies roster film directors.
The collective allows agencies and brands to see how AI can uplift their work, getting more output faster, without losing quality. AI, it says, gives the artist the ability to push the boundaries of creativity and deliver tailored artwork at a scale that resonates with the target audience.
The Collective aims to inspire audiences, evoke emotions, and spark discussions about technology’s impact on creativity. Its wide range of AI artists from around the globe, each brings their own distinct style of approach. With eight artists from around the globe already on board, the Collective plans to expand, bringing diverse creative thinking to the table.
Its artists have worked for global brands such as Nike and Coca-Cola. Nike and AKQA used AI to create an award winning 8-minute video, Never Done Evolving, featuring Serena Williams, in 2022 for its 50th anniversary. BMW projected AI generated art onto its 8 Series Gran Coupe in 2021. And Nutella created an AI-powered advertising campaign generating 7 million unique labels its jars in 2017. Every single jar sold. More recently, Colenso and Pedigree won the Cannes Lion Grand Prix for Adoptable, that matched shelter dogs with their new owners. All examples of campaigns created in collaboration with AI Artists.
Adrián Flores, chief creative officer of Clemenger BBDO, stated, “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.”
Marie-Celine Merret, head of creative technology at MADE THIS, added, “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.”
“As a filmmaker and technologist, I’ve certainly had my apprehensions, but like it or not, AI is 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,” commented Jay Topping, director of film and technology at MADE THIS.
“We are thrilled to introduce our AI artists who have spent years honing their skills to create work that is truly groundbreaking. We believe that by embracing artificial intelligence, we can unlock new possibilities and redefine the boundaries of artistic expression,” added Vinne Schifferstein Vidal, managing director of MADE THIS.
MADE THIS is inviting artists from all genres and backgrounds in Australia and New Zealand to join the Collective. For more information about applying and selection criteria, please contact Marie-Celine Merret Wirstrom at MADE THIS.
Cover image by ThisIsEngineering at Pexels
