Constructing a brand new workflow—and coping with limitations
Adopting AI for this challenge pushed R/GA to develop a brand new inside system for collaboration. The company constructed an app known as Shot Stream—constructed with Google’s AI assistant, Gemini—which served as “a shared workspace the place we might deconstruct each ingredient of a scene,” stated Pringle.
As staff members prompted their variations of Veo from totally different workplaces, Shopflow helped streamline international collaboration and ship extra constant outcomes, he added.
Regardless of these speedy developments, AI instruments nonetheless have notable limitations for creatives.
Pringle pointed to character consistency as the most important problem. He famous that in R/GA’s Moncler advert, characters subtly shift in look from scene to scene. Visible glitches just like the distorted tent zipper additionally persist. Tech giants like Google have but to completely clear up these points.
Authorized issues pose one other hurdle.
“There’s an enormous limitation across the authorized framework of utilizing AI commercially,” Pringle stated, noting that manufacturers and businesses are nonetheless studying how one can keep away from copyright dangers.
People + machines
Veo could have accelerated R/GA’s artistic course of, but it surely’s no substitute for human creativity, stated Pringle.
Whereas the video was AI-generated, the rating was not, composed by musician Tom Gallo. And the script, prompts, and visible path got here from creatives, who introduced their style, expertise, and storytelling instincts to the challenge.
“The mixture of all these issues made it really feel just like the imaginative and prescient of individuals, not only a machine,” Pringle stated. “There’s a software that allows us to create, but it surely requires human ingenuity, style, tactical prompting, and understanding how one can leverage that know-how.”
For creatives hesitant to discover AI, Pringle suggested: “Get into these instruments and begin taking part in round with them, regardless of how idly. Simply try to make your very first thing.”
