‘ChatGPT writes like s**t’: creatives on the real role of AI in adland

Is AI creative a legitimate form of creativity? The recent boom in AI image and text generators has left many illustrators and writers fuming, who considered the very existence of AI art and copy an insult to their craft.

But does adland actually discriminate against AI-generated content? How should the industry be using the technology? We put these questions to copywriting and art creatives.

Copywriter Jess Wheeler, creative director at SICKDOGWOLFMAN (SDWM), said the idea of outsourcing creativity to AI, and in turn leaving humans to do “menial grind work,” is not “the utopia we should be imagining”.