Artificial intelligence technology will eventually ‘replace people’ in creative fields

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DPR&Co Advertising co-founder Richard Ralphsmith warns artificial intelligence technology will eventually “replace people” who work in creative fields.

Mr Ralphsmith has reacted to Coca Cola’s new Christmas advertisement which was created using entirely generative AI.

“It makes us more efficient and all of those sorts of things, I just don’t know if efficiency is the highest goal we should be aiming for.”