> The AI has been built to respond to a product or message with the optimal commercial direction, based off historical data. The AI has also been built to then learn from the results of the campaigns its directed, in theory creating an increasingly more effective AI creative director.<p>So its "creativity" lies in doing what already worked well but based on a more exhaustive knowledge of former results. It is then reinforced by adding its own results to the set of historical data. I am not sure McCann and I have the same definition of "creativity"...