Creative Chas Bayfield launches new service 21 Madison fixing bad AI-made ads

Tim Burrowes

May 15, 2025 9:37

An Australia-based creative has launched a new industry offering aimed at using a human touch to rescue AI-generated ads.

21 Madison, founded by Chas Bayfield, is aimed at small businesses using AI, or tools like Canva, to build ads for Instagram or similar.

Chas Bayfield

Bayfield, who made his name in London as a creative director and copywriter, revealed the new businesses in a podcast with Mumbrella’s sister title Unmade. He has been based in Hobart Tasmania, for around five years.

Despite having worked for some of the most famous agency names, Bayfield argued that the industry needs to accept the disruption being created by AI and work with it.

He said: “We can sit around and shake our fists at the system and the way it is, a bit like blacksmiths in the early 1900s, just angry at cars. And where does that get you?

“So you have to work out, what can I do to move it on? I’ve never been one just to sit back and go, ‘this is always going to be the same forever.’”

21 Madison’s slogan

The model for 21 Madison sees businesses uploading their ads and paying a $79 fee for a human review to improve the copy and sales message, through to a $999 cost for an outsourced creative director for a month.

Listen to the full podcast on Unmade, and podcatchers.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.