AI is great until it’s not. Some people forget the second half of that statement. The Dangers of AI by Springboards, a creative tool built to inspire creativity in advertising, is an AI-created campaign that puts the spotlight on large-scale generative models by revealing how quickly these systems can produce polished advertising output and how easily they drift into unsafe or unoriginal territory.
The Dangers of AI is the latest experiment drop from Springboards. It involved taking inspiration from an existing ad to create a new one, showing how quickly these models can generate work that appears finished but frequently crosses copyright lines and collapses into familiar patterns. Springboards created the piece to highlight the gap between what generic large language driven models can generate and what agencies actually need, showing how the speed of these tools often comes at the cost of originality, safety and true creative variation.
CEO and co-founder, Pip Bingemann stated, “We’re very aware of the irony here. We’re dramatising the problem of large models sending everyone to the same place by deliberately using a technique that exposes how easily they drift into infringement. But sometimes the only way to show the danger is to step into it. This work is about making those risks visible, not pretending they don’t exist.”
The project makes clear the challenges agencies and advertisers now face as generative models become more widely adopted. These systems can produce near-finished creatives in minutes, yet they also drift into copyright-sensitive territory, replicate distinctive likenesses and collapse different directions into outputs that feel largely the same.
The widening gap between speed and originality underscores the role of Springboards. Founded by Pip Bingemann, Amy Tucker and Kieran Browne, Springboards is used by more than 200 agencies and companies worldwide and was built to help creative teams explore a broader range of ideas without sacrificing the craft, judgement and originality essential to great work.
CMO and co-founder, Amy Tucker commented, “This experiment really showed the dual reality. The models are powerful, but they narrow creative possibilities as much as they expand them. Creativity needs tools built for the craft, not systems that smooth every idea into the same outcome. That’s why at Springboards, we aim to be an enabler, not the final answer. Springboards gives teams the variation and space they need to unlock new creative directions while keeping the taste, judgement and originality human.”
Credits
Client: Springboards
Strategy & Concept Development: Springboards inhouse team
Creative Inspiration Tool: Springboards.ai
Production & Delivery: Vinne Schifferstein, Marie-Celine Merret
AI Artist: Bob Connelly
Sound Design & VO: Jaron Ransley
