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Technically Creative by KoobrikLabs Podcast
Inside Goodby Silverstein’s AI R&D Lab

Inside Goodby Silverstein’s AI R&D Lab

Technically Creative by KoobrikLabs vor 11 Monaten

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50:20

Every few years, advertising reinvents itself. This time, it’s
happening from the inside out.

In this episode of Technically Creative, Orlando Wood sits
down with Martin Pagh Ludvigsen, Director of AI and
Creative Technology at Goodby Silverstein, one of the most
iconic agencies in the world. Martin leads The Labs, a
department that lives inside the creative floor (not the IT wing)
and prototypes the impossible. His team bridges imagination and
production, helping GSP’s creatives turn wild ideas into tangible
reality.

From the “Ask Dalí” project; where museum visitors could
literally talk to Salvador Dalí, to the BMW “Real for
Real” campaign that tackled AI Slop head-on, Martin explains
how creativity and technology can coexist when AI becomes the
subject of the idea, not just the software behind it.

Together, Orlando and Martin explore how The Labs operates
inside a 40-year-old agency that still acts like a startup, and
what happens when creative technologists are trusted as artists,
not just engineers. This is a conversation about curiosity,
craft, and culture in an age where “trust is the new oil.”

Orlando and Martin explore:

How Goodby Silverstein built a creative R&D department
inside its creative floor

Why “Ask Dalí” became one of the most talked-about AI art
experiences in the world

The making of BMW’s “Real for Real” and the cultural backlash
against AI Slop

Why great creative technology starts with why, not
how

How AI can elevate creativity when it’s part of the idea, not
just production

Why “trust” and “authenticity” will define the next era of
advertising