Inside DDB's Custom AI Tools
DDB is embracing the transformative power of GenAI through experimentation with a set of custom AI tools embedded into the agency’s RAND platform, a tech-focused creative initiative that supports creatives in refining ideas, exploring new angles, and ensuring originality in their work.
Over the past 18 months, George Strakhov, DDB’s global head of creative technology, has been spearheading the development and implementation of these AI tools across the agency. Approximately 10% of DDB’s 6,000-strong workforce regularly uses these tools, which are designed to streamline workflows, spark new ideas, and challenge conventional thinking.
The toolkit includes:
DoneOrNot: Quickly verifies the uniqueness of creative concepts and suggests unique twists on existing ideas.
LesGPT: A chatbot modeled after marketing leader Les Binet, offering his marketing wisdom.
Freak Factory: Generates eye-catching facts to inspire creative solutions.
BadIdeasBot: Sparks creativity by deliberately producing cliché campaign ideas.
EmailAI: Integrates AI into everyday workflows via email.
Goal: Simplify AI adoption.
Benefits: Facilitates seamless AI usage without disrupting creative flow.
Read more at AdAge.
