AI-Powered Creative Testing: Can Synthetic Personas Change How We Feedback? | D&AD Festival 2024

Creative testing is super expensive and time consuming – even if you want to run an idea through testing, you’re often up against impossible timelines, so say Tim Rodgers and Callum Gill, Founder and Chairman, and Strategy Lead at Rehab. In this excerpt from Unlocking AI: Human Creativity Amplified, their talk at D&AD Festival, they share how they’re meeting the challenge of quickly and easily validating creative concepts.

Gill and Rodgers detail how they’re building audiences – or ‘synthetic personas’ based on real data. “AI is good at adopting a perspective. The more info you feed it about a perspective, the more it can adhere to that persona,” Gill explains. In this case, the personas are based on Cannes Lions Festival judges and have been trained on award entry categories and real life feedback given by judges at previous festivals. Rodgers argues that creatives may actually be more likely to take creative feedback on board from an AI judge than a real human. Meanwhile they explore privacy, the risk to creatives of being left behind and AI as a ‘strategic partner’ for boosting skills. “The time to get familiar,” they say, “is now.”

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