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\u201cWe thought it would be a funny commentary on the media,\u201d Monson said. \u201cThere\u2019s so much AI hype that people might actually believe that these interns are capable of running an actual marketing agency, which, of course, they\u2019re not.\u201d (As it turns out, one person did reach out to AIntelligent Studios, Monson told us, but we won\u2019t name names.)<\/p>\n<\/div>\n
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Monson, who said he makes use of generative AI tools several times a day, said the stunt was also designed to serve as a commentary on the growing prevalence of AI tools in advertising, like ChatGPT and Bard (the components of Aiden) and Midjourney, DALL-E 2, and Stable Diffusion (the components of Aiko).<\/p>\n<\/div>\n
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\u201cYou\u2019re going to see car commercials written by AI, and they\u2019re going to be awful,\u201d he said.<\/p>\n<\/div>\n
Gone, but not forgotten<\/h2>\n\n
While Codeword is saying goodbye to its AI interns, the agency will still look to further understand and embrace AI tools. In a recent survey of Codeword employees shared with Marketing Brew, about 69% said they\u2019re either somewhat or very familiar with generative AI tools.<\/p>\n<\/div>\n
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\u201cMost of our clients are in this space; we need to know how these tools work,\u201d Monson said.<\/p>\n<\/div>\n
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On the other hand, very few at the agency said they were frequently using generative AI in their jobs. Out of the 54 employees who responded to a question asking how often they use generative AI tools for work, just two said they use them daily. About 15% said they use the tools a few times a week, and 22% said they use them a few times a month, according to the survey. About another 59% said they use AI rarely or never.<\/p>\n<\/div>\n
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Still, most Codeword employees indicated that they think the agency should continue its AI work in some capacity, either by embracing it entirely, continuing use with some parameters in place, or proceeding with caution. None said it should be banned completely. Codeword did establish some guardrails to guide its work with AI, Monson said. And AI staff are beholden to some of the rules that apply to human workers, too\u2014for better or for worse.<\/p>\n<\/div>\n
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\u201cWhen you start your own agency, you can\u2019t work here anymore\u2014that\u2019s kind of our corporate policy,\u201d Monson said. \u201cBut we wish them all the best. I\u2019m sure they\u2019re going to be very successful.\u201d<\/p>\n<\/div>\n<\/div>\n