AI Creativity in Advertising Study

Playstorming was considered more effective, efficient, and enjoyable for generating effective ideas than either solo brainstorming or ChatGPT.

About the Study

Method

64 advertising professionals were given the same campaign brief. Their task was to generate creative concepts using:

  • Solo Brainstorming

  • ChatGPT

  • Playstorming

Evaluation

Across all three groups ideas were selected for evaluation by a panel of four expert judges based on 9 measures of idea quality:

Novelty, Usefulness, Implementable, Efficiency, Memorability, Resonance, Emotiveness, Brand Affinity, Conversion Potential

Results:

Playstorming scored higher than solo brainstorming and ChatGPT across all measures of idea quality and user experience.

95%

of participants said they'd use Playstorming again, citing its ability to overcome creative blocks and explore diverse angles.

For Advertising Creatives, ChatGPT Falls Short

ChatGPT just doesn’t get advertising. The ideas it generates are hard to parse through and repetitive, while Playstorming provides you easy-to-read summaries.

While typical usage of ChatGPT outsources creative thinking, Playstorming prompts you, the expert, to do the thinking, and Playstorming cleans up and organizes your ideas. Because when you Playstorm, AI doesn’t replace your creativity. It amplifies it.

Learn more about the AI Creativity in Advertising Research Study.