This New Way

AI Creates Hundreds of Ads in Minutes with Fredrik Thomassen and Phillip Maggs From Superside

May 22, 2025
Fredrik Thomassen, Founder and CEO of Superside, and Phillip Maggs, Director of Generative AI Excellence, discuss their groundbreaking work in integrating AI into creative workflows. They reveal how Superside automates asset production using tools like Figma and highlights their innovative 'brief-to-draft' process. The duo reflects on AI's impact on talent acquisition and the evolving landscape of advertising, emphasizing the balance between automated creativity and human intuition. Exciting tech advancements promise a dynamic future in advertising!
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ANECDOTE

Shadow Projects for Early AI Testing

  • Superside started AI work by running "shadow projects" parallel to normal business to test AI tools in real creative tasks.
  • They put AI-generated assets alongside human work to gather client feedback and iterate rapidly.
INSIGHT

Talent Traits for AI Success

  • Adaptability, divergent thinking, and tolerance for ambiguity are key traits for talent thriving with AI.
  • Deep experts might resist AI due to 'sunk cost fallacy', while generalists use AI as amplification.
ADVICE

Hire by AI Portfolio Evidence

  • When hiring now, ask candidates to show AI-created work as part of their portfolio.
  • This practical demonstration makes AI hiring decisions easier than before.
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