Inside agency OK Future’s AI ‘pressure cooker’ experiment with Goodwipes
OK Future, a small creative agency founded by former MullenLowe CEO Frank Cartagena, conducted an AI-powered experiment with Goodwipes, a personal hygiene brand, to test the capabilities of generative AI in producing a social media spot. The project, titled 'Meet Asstra,' aimed to demonstrate how AI could help agencies create content quickly and cost-effectively, despite the challenges and pressures it posed to the team.
Original reporting · digiday.com
Read “Inside agency OK Future’s AI ‘pressure cooker’ experiment with Goodwipes” at Digiday →How this was written. GMS Agency Desk wrote this article with a language model from Digiday’s reporting (model: @cf/ibm-granite/granite-4.0-h-micro); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from Digiday’s report
- OK Future's 'Meet Asstra' social media spot was created in just four days, significantly reducing the typical six-week production time for a minute-long commercial.
- The AI-generated spot for Goodwipes drove over 750,000 views on Reddit within its first 48 hours, showcasing the potential of AI in reaching a wide audience quickly.
- While the AI-powered campaign proved successful in terms of views and engagement, OK Future's CEO Frank Cartagena cautioned against making it a norm, calling it an 'unsustainable pace' and a 'total pressure cooker' for the team
From the source
OK Future cut Goodwipes’ AI spoof from six weeks to four days, exposing big savings and burnout risks.