Thinkerbell's Innovative Approach to AI in Marketing

Everyone is buzzing about AI, but few are willing to admit they don't have all the answers. In a refreshing twist, Thinkerbell's co-founder Adam Ferrier and chief creative tinker Tom Wenborn are openly exploring the unknown with their new initiative, 'Made Promptly'.

What is 'Made Promptly'?

It's not a separate company or department—it's a label Thinkerbell uses to signal their commitment to experimenting with AI in creative processes. As Wenborn explains, "We don't really know what it is. It's a label, I guess... to galvanise and wrap around anything we're making with AI at the heart of it." This approach allows them to stay agile and adapt as AI technology evolves.

Real-World Applications

Thinkerbell has already put 'Made Promptly' to work in notable campaigns:

• For Menulog: Partnering with Heckler, they created a custom toolkit combining live action, VFX, and AI models. This enabled the production of hundreds of unique ads from a single campaign, maintaining high craft and storytelling standards. Check out the videos below for a glimpse:

• For TAC: They reimagined the automobile as Australia's deadliest predator using AI for image generation, workflow, and audio. Wenborn described it as "an experimental process" that involved the client deeply in the journey.

Embracing Uncertainty in AI

Ferrier and Wenborn emphasize that 'Made Promptly' is about exploration, not prediction. "We're not here to define AI for anyone," says Wenborn. "It might reinvent itself or disappear—we're open to that." This mindset contrasts with the rise of functional but uninspired AI businesses, focusing instead on how AI can enhance creativity and distribution.

The Impact on Clients and Creativity

Clients like GWM are increasingly curious about AI applications. Thinkerbell's approach integrates creatives directly into business conversations, bridging gaps between ideation and production. Wenborn notes, "There's a closer link between creatives and production thanks to AI, but it comes with concerns and watch-outs."

He highlights the difference between AI-generated "slop" and professional work: "If you care about what you're putting out, there's a very different standard. Professionals use AI to add value, not replace it."

Looking Ahead

Thinkerbell is holding onto 'Made Promptly' loosely, ready to adapt or abandon it as needed. Ferrier sees AI as a revolutionary force, far more impactful than trends like the Metaverse or NFTs. "We have to ride with it," he says, advocating for a philosophy that evolves with the technology rather than rigid definitions.

This experimental, client-collaborative model promises exciting possibilities for marketers and creatives who value innovation over mere automation.