Singapore – Creative company Springboards has released an experimental project that studies the risks generative artificial intelligence poses to originality in creative work.
The piece, titled “Dangers of AI”, involved drawing inspiration from an existing advertisement to create a new one, demonstrating how AI-generated content can easily drift towards copyright infringement while producing outputs that “feel largely the same”. The resulting ad is set in the same environment as the original, with changes applied to the clip’s ending as well as to the appearances of the actors featured.
“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,” said Springboards CEO and co-founder Pip Bingemann. “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.”
According to the company, the experiment highlights a gap between what large language models are currently capable of producing and what creative agencies require in practice.
Amy Tucker, CMO and co-founder of Springboards, added, “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.”
Springboards also cautioned against reliance on shortcuts and the homogenisation of ideas in the creative industry, emphasising the need for tools that actively support originality and creative variation.
