Springboards uses AI to prove how fast adland is sliding into copyright quicksand

Springboards have released a piece of AI-created work which shows how easily large-scale generative models can produce polished advertising output and drift into unsafe territory.

‘The Dangers of AI’ deliberately takes inspiration from an existing ad to demonstrate how these models cross copyright lines and collapse into familiar patterns.

“We’re very aware of the irony here,” said CEO Pip Bingemann.

“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 makes clear the challenges agencies and advertisers face as AI adoption grows.

It highlights the gap between what generic large language-driven models can generate and what agencies actually need, showing how the speed of these tools often comes at the cost of originality, safety and true creative variation.

“This experiment really showed the dual reality,” said CMO Amy Tucker.

“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.”

Credits

Client: Springboards
Strategy & Concept Development: Springboards in-house team
Creative Inspiration Tool: Springboards.ai http://springboards.ai/
Production & Delivery: Vinne Schifferstein, Marie-Celine Merret
AI Artist: Bob Connelly
Sound Design & VO: Jaron Ransley

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