Australian-led benchmarking study puts AI’s creative chops under the spotlight

A new global benchmarking study is set to evaluate large language models (LLMs) for creativity.

The project, led by Australian AI startup Springboards and backed by Advertising Council Australia, D&AD, the IPA, APG, and other industry bodies locally and globally, aims to help agencies and brands identify which AI tools are best fitted for idea generation, lateral thinking and creative variations.

(Springboards.ai)

“Existing AI benchmarks test logic, accuracy, and comprehension,” said Pip Bingemann, CEO and co-founder of Springboards. “But advertising isn’t about right answers—it’s about originality, insight, and impact. This will be the first benchmark designed around the real creative instincts we value in agencies and brands.”