Artificial Intelligence cut our Hallmark production costs by about 70%—and it’s coming for the $500 billion ad industry next. For 15 years, Ideasicle stuck to ideation, leaving production to clients. It was principle: no 'production bias' to filter out ideas we don’t have the staff to produce. But when Matt Resteghini at Hallmark saw our AI-generated pitch images, he threw down the gauntlet—produce the campaign Hallmark approved with AI, on a tiny budget. The creative team, Rich Wallace and Ernie Schenck, and I said yes. Why? The campaign was too good, and AI was the only way to do it within budget. What we didn’t expect? This little pivot might just kill the 'time of staff' model for good.
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