I’ve been hearing a lot recently about the impact of AI on the creative industries. In the music industry, there are major concerns about intellectual property and copyright. In the visual arts, AI is being used to develop paintings, drawings and even sculptures. And, of course, in advertising and marketing, AI is giving clients the means to come up with their own campaigns.

People talk about being 'emotive' in advertising. To me, that means creating messages that are full of the emotion you want to spark.