AUCKLAND,Today: Springboards has dropped a new AI-led experiment that puts big generative models under the microscope, showing how fast they can churn out polished ads, and how quickly they slide into unsafe or overly familiar territory.
Titled The Dangers of AI, the latest experiment takes inspiration from an existing ad, then rebuilds it using generative models to show how easily “finished” work can cross copyright lines.
CEO and co-founder Pip Bingemann says the goal was to surface real creative risks, not dodge them.
“We’re very aware of the irony here. We’re dramatising the problem of large models sending everyone to the same place by deliberately using a technique that exposes how easily they drift into infringement.
“But sometimes the only way to show the danger is to step into it. This work is about making those risks visible, not pretending they don’t exist.”
The project highlights a growing tension for agencies and advertisers as generative tools become mainstream, producing near-ready creative in minutes while drifting into copyright-sensitive and repetitive outputs.
“This experiment really showed the dual reality. The models are powerful, but they narrow creative possibilities as much as they expand them.”
Springboards says this exposes the widening gap between what generic large language models can generate and what creative teams actually need, where speed often comes at the expense of originality and judgement.
Founded by Pip Bingemann, Amy Tucker and Kieran Browne, Springboards is now used by more than 200 agencies and companies worldwide, helping teams explore broader creative territory without losing craft or originality.
CMO and co-founder Amy Tucker says the experiment reinforced the value of purpose-built creative tools.
“This experiment really showed the dual reality. The models are powerful, but they narrow creative possibilities as much as they expand them. Creativity needs tools built for the craft, not systems that smooth every idea into the same outcome.”
“That’s why at Springboards, we aim to be an enabler, not the final answer. Springboards gives teams the variation and space they need to unlock new creative directions while keeping the taste, judgement and originality human.”
For agencies heading into 2026, the message is clear. Generative tools are moving fast, but creative standards aren’t, and stronger ideas still matter more than quicker shortcuts.
Client: Springboards
Strategy & Concept Development: Springboards inhouse team
Creative Inspiration Tool: Production & Delivery: Vinne Schifferstein, Marie-Celine Merret
AI Artist: Bob Connelly
Sound Design & VO: Jaron Ransley
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