AI, Cinema, and Advertising: Creative Allies or a Requiem for Originality?Could be:

In a world where a machine can write an Oscar-winning script, generate hyper-realistic images in seconds, and edit a viral commercial, the question is no longer "Can AI be creative?" but rather "What does this mean for the future of industries that thrive on human imagination?" For marketing leaders, creative directors, and CEOs, this isn't a theoretical debate—it's a strategic crossroads redefining how we create, produce, and connect with audiences.

1. AI Is No Longer the Future—It's the Copilot of the Present

From Hollywood to advertising startups, artificial intelligence has transitioned from being an experiment to becoming a daily collaborator. In cinema, projects like Sunspring (2016)—a short film written entirely by AI—

o el uso de algoritmos para predecir el éxito de taquilla de Everything Everywhere All At Once (2022) demuestran que las máquinas están entrando a la sala de edición.

In advertising, brands like Nestlé have utilized ChatGPT to generate copy within minutes, while Coca-Cola launched a campaign featuring art created by DALL·E, where AI reimagined its iconic bottle in 100 different artistic styles.

But this extends beyond content generation. Platforms like Runway ML allow for object removal from videos with a single click, and tools like Descript automatically synchronize audio and text, reducing hours of post-production. For a creative director, this means reallocating resources: less time on technical tasks, more on devising disruptive concepts.

2. Augmented Creativity vs. Algorithmic Homogenization

The industry's major concern isn't that machines will replace humans, but that reliance on AI might homogenize creativity. Algorithms learn from existing data: if you train AI with Cannes award-winning campaigns, it will replicate successful patterns—but will it innovate? Here's the dilemma:

• Amplification Potential:

  •  AI can analyze terabytes of data to identify cultural trends invisible to the human eye. For instance, in 2023, Netflix used algorithms to detect the rise of "nostalgia horror" among its audiences, influencing the success of Stranger Things. Similarly, agencies like WPP employ AI to test thousands of ad variations and optimize them in real-time.

• Risk of Repetition:

  • When Burger King used ChatGPT to write a commercial, the result was technically correct but generic. AI lacks cultural context, irony, or that "imperfect spark" that turns a slogan into a legend (example: Nike's "Just Do It" was born from the human obsession to push limits, not from a prompt).

    
    

As David Droga, CEO of Accenture Song, warns: "AI is the fastest pencil in the world, but it has no soul. Our job is to give it one."

3. The New Creative Ecosystem: Collaboration, Not Competition

The true value of AI lies not in replacing teams but in democratizing creativity. Startups like Synthesia enable the creation of digital avatars for corporate videos without actors or cameras, reducing costs by 80%. For a SME CEO, this is revolutionary. For an indie film studio, tools like Topaz Video AI enhance low-budget image quality to professional levels.

But the most profound change is in mass personalization. Imagine a future where Netflix uses AI to modify plots based on viewers' real-time emotional reactions, or where Coca-Cola generates 10,000 versions of a commercial, each tailored to the user's purchase history. This is already happening in digital marketing: in 2024, 35% of social media ads are dynamically generated using AI, according to Gartner.

4. Ethics, Authorship, and the Ghost of Obsolescence

Desde el diseño 3D hasta la creación digital. Digitaliza todo tu proceso de diseño y reduce el desperdicio de muestras físicas. LALALAND es ideal para ofrecer a tu equipo una visión rápida de la última colección o permitir que tus compradores elijan artículos para la próxima temporada, sin producir nada ni gastar demasiado en adquisiciones y tarifas de licencia.

AI raises uncomfortable questions: Who owns an algorithm-generated idea? How do we avoid biases in campaigns created with historical data? When Levi's tested AI-generated digital models, it faced criticism for "erasing real diversity." The ethical challenge is as urgent as the technical one.

For creatives, the risk isn't extinction but adaptation. According to a Deloitte report, 67% of marketing professionals believe AI will free up time for high-value tasks like strategy and storytelling. However, this requires new skills: mastering prompts, interpreting data, and, above all, cultivating what machines can't replicate—intuition, vulnerability, and the ability to break rules.

Conclusion: The Soul Is Not an Algorithm

AI isn't a threat but a mirror. It forces us to redefine what makes human creativity unique—not speed or efficiency, but the ability to connect with the deeply human. An algorithm can write dialogue but doesn't know what it's like to lose a loved one. It can generate an image of a mother hugging her child but doesn't understand the sacrifice behind that embrace.

The future belongs to those who use AI not to replicate but to amplify what makes us human. As Alejandro González Iñárritu said at Cannes 2023: "Technology is a brush. Art still comes from here" (pointing to his heart).

Genius or the end of creativity? The answer is in our hands.

¿And you?

Are you ready to lead this symbiosis between machines and emotions, or will you continue to see AI as a rival? The conversation—and the next campaign—starts today. 🔥🎥