People are taking a patchwork approach to self-expression to feel like they have control over how their identity is generated. Yet as individual expression becomes more mutable and mistrust in social systems abounds, there’s one place above all that people are seeking integrity and guidance: brands.

SAP and BBDO have launched digital billboards for reactive advertising creations that showcase the opportunities of AI working alongside human creativity. Despite concerns that AI will take away jobs, SAP’s campaign highlights how the tech can improve the efficiency of existing roles.

Volkswagen used AI to bring a famous singer 'back to life' to celebrate its 70th anniversary in Brazil. While the campaign went viral, it also raised some ethical questions and suffered a substantial backlash – highlighting that AI isn't being entirely welcomed with open arms by many.

easyJet has launched a campaign that takes famous artworks on their own journey – breaking them free from their frames and plinths to embark on new adventures. Using fun as a tool, the campaign encapsulates the emotion of travel and aims to show customers the joy of getting out there.

AI-generated content has become a common feature of online experiences, but many people are still sceptical about the tech. With that in mind, Ogilvy is pushing for an industry-wide change to label AI-generated influencer content to create a sense of transparency and build trust among consumers.