In an exciting new experiment, Sydney-based agency Five by Five is putting human creativity to the test against artificial intelligence. Veteran creative duo Nick Snelling, Creative Director and Senior Copywriter, and Emma Chu, Senior Art Director, will take on a real-world brand brief, working under the pressure of a single day to produce their creative response. Meanwhile, an AI model developed by former Meta technology strategist Tom Dowuona-Hyde will face the same challenge. The catch? Dowuona-Hyde’s AI model has been trained on a blend of successful ad campaigns and creative methodologies but will work independently, without his direct creative input.

Both Snelling and Chu are restricted from using AI in their approach, while Dowuona-Hyde can only provide prompts to the AI, selecting the best ideas it generates. This creative face-off comes with an added twist: Snelling and Chu have never worked together before, adding another layer of unpredictability to their process.

Once the day’s work is done, the human and AI teams will present their concepts to a panel of expert judges. This panel includes industry veterans such as Natalia Pawlak (formerly of Samsung), Jason Juma-Ross of Meta, senior creative Bettina Clark, and an anonymous client sponsor. Given the tight deadline, the judges will evaluate both sets of ideas based on their creativity and depth of conceptual thinking.

Five by Five Global’s CMO, Matt Lawton, describes the event as a bold, experimental dive into the evolving world of AI and creativity. “We’ve seen so much speculation about whether AI will overtake human creativity. This experiment gives us the chance to see for ourselves, in real-time, how much progress AI has made. It’s an opportunity to spark an open conversation about the future of creative work.”

Snelling and Chu, both seasoned professionals, bring a sense of optimism to the challenge. Despite the rise of AI, they still have faith in the power of human creativity. “Sure, the singularity may be on the way, but we’re not obsolete just yet,” Snelling jokes. “Emma and I are taking on this challenge because we believe in what we can do as creatives. The reality is we use AI every day to help with our work. It’s not about humans vs. AI; it’s about how AI can support us. But for now, it’s just a fun competition—us versus the machine, and we’re the free-range, organic, grass-fed kind of humans,” he laughs.

Emma Chu, with her trademark humor, adds, “We know AI is creeping up on us, but why not see if a little human magic can still outshine it? We’re ready to throw our best at this.”

Lawton notes that finding creatives willing to participate wasn’t easy. “A lot of people thought the idea was a bit too wild and weren’t eager to jump in. That hesitation could reflect how many creatives feel about AI and the job market right now. But I’m really grateful to Nick and Emma for stepping up. They’ve embraced the spirit of the challenge and are treating it as a fun, competitive exercise.”

As the clock ticks and both teams race to meet their deadline, the advertising world watches closely. Can AI generate ideas that match the ingenuity and emotional depth of human creativity, or will the human spark remain irreplaceable in the creative process? The experiment’s outcome could offer valuable insight into how both AI and human creators will coexist in the future of the industry.