![[Matter Header Twitter.png]] Yes, we are already using AI throughout our processes [[Our Core Values|(see number 5 of our core values)]]. And yes, that includes in some elements of production. And, no, you will not notice it and we’ll not brag to the world about it, because people don’t like it and we don't use it to make your ad look fake. Notice how all of the AI made or sponsored ads all mock AI video production itself? Yeah, we did too. [See Anthropic's take here](https://www.youtube.com/watch?v=kQRu7DdTTVA). With one notable exception: *our* favorite AI inspired/sponsored ad. Because we think it bolsters our approach.  The ad is from Google Gemini and it features the voice of a mom and her son, as he asks questions about their move — a scary early right of passage most of us experienced. Mom asks Gemini, “pull up photos of our new house,” then says to little Ben, “this can be your room,” then asks Gemini “put Ben’s things in this photo,” and his room fills with his adorable things. Then the backyard, and a little joke about how that trampoline still can't go there. The spot’s first 15 seconds is a fantastic “How to use our product”, made ***in part*** using Gemini. But when it came time to make us feel good about this product, to connect it to our human lives, what did Google do? They switched to real scenes of mother and child in the new bedroom, in the new backyard, in the new garden planting together. That is; [[Ogilvy on Advertising|Human stuff]].