Happy H-AI-LLOWEEN

In 2023 artificial intelligence has shaken up the advertising industry, generating fears and much debate. Every day, new advances in AI are appearing that frighten creatives. And although it has already begun to be implemented in the creative processes of many agencies, as is the case of The Umbrella Man, for whom AI is still a nightmare, we wanted to give them an optimistic view, highlighting the role of the creative professional. We chose Halloween as a key date to generate conversation around this fear of generative artificial intelligence in the media through creative and valuable content.

To create such valuable content and demonstrate that AI needs the human part, we used generative artificial intelligence tools without any creative criteria to create a video that shows a series of images and videos created through the RunAway GEN-2 and Midjourney V4 tools with prompts as simple as: "people playing basketball", "clown in a hamburger shop" or "close-up of a woman asking for a taxi". Unintentionally and spontaneously, the results of the AI tools have generated horrific and paranormal scenes very similar to those that can appear in horror movies.

Thus, we show that AI cannot do all the work because it is not a solution in itself, but a tool that, when used properly, can enhance creativity and increase value. Therefore, it fundamentally needs the input of two ingredients: creativity and human ingenuity, to use this tool in the best possible way. Therefore, the results generated by AI without the input of creative professionals will be very dubious or, as in this case, nightmarish Halloween images.