Following the launch of DDB’s The Uncreative Agency, powered entirely by AI, Ogilvy Paris has launched AI.LAB that delivers AI expertise to clients.

The breakthrough in the development of AI is not replacing creative expertise, Ogilvy Paris notes. It’s in the power of AI to augment it. AI brings a whole new level of capacity to liberate creative imagination and offer an infinite reservoir of opportunities for brands.

This past year, Ogilvy Paris created the first advertising using the DALL.E 2 Outpainting feature to expand the scene of the famous Vermeer masterpiece that inspired the Nestle emblematic icon created for its dessert brand, La Laitière. Using the AI feature, Ogilvy created new imagery that keeps the original masterpiece’s look and feel while telling an extended story of how pleasurable it is to take time.

The agency also created France’s first magazine cover illustration using AI. And the agency’s holiday greeting card used GPT3 capabilities so that anyone could deliver a truly personalised New Year’s wish.

AI.Lab was conceived by Ogilvy Paris to harness and build on its expertise in using AI to give brands all the opportunities that AI art generators can bring to help find impactful ideas. The agency has assembled and trained a team of art directors, copywriters, and creative technologists, who are up to date with AI developments and how to make the best use of them, as well as a legal team dedicated to answering questions of ethics and rights management posed using AI.

AI.Lab is a centre of excellence for AI within REALITY, Ogilvy’s global emerging experience unit. REALITY translates emerging technologies, including AR, VR, Web3, AI, NFTs, and beyond, into relevant and accessible creative experiences for brands so they can effectively build a bridge between today’s reality and future realities. AI.Lab of Ogilvy Paris already supports brands such as Nestlé, Accor and Tinder

“Like the industrial revolution or the internet revolution, artificial intelligence is changing the game in many areas of business and especially in communication,” stated Mathieu Plassard, president at Ogilvy Paris. “We need to reinvent the way we work with our customers and the ecosystem of creators we collaborate with to make the most of all the opportunities offered by artificial intelligence. Finally, we must not forget that AI remains at the service of ideas, and, as such, we can create Augmented Ideas.”

David Raichman, executive creative director at Ogilvy Paris, added, ‘‘Generative AIs are going to become a permanent part of our culture. They are disrupting creation and our means of expression. Many legal, ethical, and societal debates are emerging, and it is crucial for the agency to be part of them by bringing meaning to contribute to this inexorable revolution.’’