Springboards has unveiled a new advertisement titled “The Dangers of AI,” which explores the capabilities and risks associated with large-scale generative AI models in producing creative work. The advertisement employs an experiment format to demonstrate how swiftly these systems can generate finished-looking outputs while also highlighting potential issues surrounding copyright and originality.
The company indicated that the advertisement was inspired by an existing campaign and used generative models to recreate it, illustrating how quickly the technology can lead to infringement risks. Springboards observed that outputs from the models often converge on similar creative solutions, raising concerns about the originality of generated content.
According to Pip Bingemann, CEO and Co-Founder of Springboards, the project aims to dramatize the problem of large models pushing creativity toward a common end. “We’re very aware of the irony here. We’re dramatising the problem of large models sending everyone to the same place by deliberately using a technique that exposes how easily they drift into infringement,” Bingemann stated. She emphasized that the work serves to make these risks visible rather than ignoring them.
Springboards noted that generative models can produce advertising material that appears complete within minutes, but the same systems can also replicate distinctive likenesses, thereby entering copyright-sensitive territory. The company’s findings revealed that outputs often collapse into familiar patterns, even when the initial prompts aimed for different creative directions.
As generative AI increasingly becomes a topic of discussion within agency operations and brand marketing, Springboards’ work zeroes in on a specific question: What happens to creative differentiation when teams utilize general-purpose models for early-stage ideation and execution? The company pointed out the challenges agencies face in maintaining originality, safety, and variation in their creative processes, suggesting that speed alone does not fulfill these requirements.
Founded by Bingemann, Amy Tucker, and Kieran Browne, Springboards currently supports over 200 agencies and companies worldwide, positioning itself as a tool designed specifically for creative teams in advertising. The company emphasizes that it is designed around creative thinking workflows, rather than as a general-purpose generative model. Tucker noted that a crucial aspect of the creative process still requires human judgment and craft, especially when navigating material that may resemble existing work.
“This experiment really showed the dual reality. The models are powerful, but they narrow creative possibilities as much as they expand them. Creativity needs tools built for the craft, not systems that smooth every idea into the same outcome,” Tucker said, framing Springboards’ role in the creative process as one of enabling rather than providing definitive answers.
Springboards also credited a number of internal and external contributors for the advertisement, highlighting its in-house team’s efforts in strategy and concept development. The company cited Springboards.ai as the creative inspiration tool utilized in the project, along with production credits to Vinne Schifferstein and Marie-Celine Merret. Bob Connelly served as the AI Artist, while Jaron Ransley was responsible for sound design and voiceover.
Looking ahead, Springboards expressed plans for additional experiment-led projects aimed at further examining how generative systems influence creative outcomes in advertising. The ongoing exploration of the interplay between speed and originality highlights a pivotal issue in the evolving landscape of creative technology.
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