Artificial intelligence is reshaping the creative industry, offering agencies new ways to enhance efficiency, personalisation, and storytelling. But as AI’s capabilities grow, so do the challenges – ensuring responsible implementation and creative integrity.
FutureWeek sat down with Oliver Dew, Group Operations Officer at McCann Central & McCann Manchester, and Co-Lead of McCann Worldgroup’s EMEA AI Council, to explore how the advertising agency is leveraging AI as a ‘creative amplifier’. From pioneering AI-powered campaigns to collaborating with innovators in motion, image, and sound technologies, Ollie shares how McCann is embracing AI’s potential.
How are you using AI at McCann?
We see AI as a creative amplifier, not a replacement for human ingenuity. Over the past 12 months, we actively collaborated with AI partners in motion, image, and sound technologies, embedding these tools into our workflows.
By developing secure, sandboxed AI models tailored to our clients’ unique brand identities, we have been driving faster, higher-quality outputs while maintaining brand consistency and creative integrity.
Can you give specific examples of how AI is being used?
We are using AI in a variety of ways. Internally, it streamlines production by accelerating creative development, from generating video assets to refining content tone and style.
Externally, we integrate AI tools into client campaigns to deliver more dynamic, immersive experiences. One example is our ability to generate full-motion videos from a single reference image, reducing production costs and
speeding up delivery.
Can you give me any examples campaigns where you have used AI?
Two stand-out McCann campaigns from this year that showcase the unique blend of AI and human creativity are Deflatables for Thomas Cook and AI Adventure for Qatar Airways.
In the Deflatables campaign, we used 3D models and seamlessly integrated them into stock environments using AI. By meticulously adjusting angles and details, we ensured a polished, cohesive, and highly realistic final product.
For AI Adventure, we leveraged AI technology to deliver an immersive experience that allowed consumers to insert themselves into the campaign film, transforming them into the stars of the narrative.
Can you tell us how you collaborated with AI companies in motion, image, and sound?
We have been working closely with AI brands in motion, image, and sound technologies to push creative boundaries. These collaborations allow us to develop brand-specific AI models, ensuring creative consistency while harnessing the latest advancements in generative AI.
From hyper-realistic video generation to AI-powered voice synthesis, these tools are enhancing storytelling while maintaining brand authenticity.
What are some of the challenges and opportunities AI poses to the creative industry?
AI is transforming the creative industry by offering new ways to enhance efficiency, elevate creativity, and personalise content at scale. However, there are challenges too. While AI enables faster production of high-quality visuals, sound, and motion content, its overhyped potential has led to industry-wide caution.
Concerns around transparency, intellectual property rights, and legal risks have made clients and legal teams wary. Ensuring responsible use of AI – by addressing these risks and integrating enterprise-safe solutions – is important to unlocking AI’s potential.
What does the future hold for the use of AI at McCann and in advertising more generally?
I believe the future of AI in advertising and marketing is full of potential. While the technology is making the industry more efficient and innovative, it remains dependent on human oversight to ensure creativity and ethical use.
