Luxembourg's advertising industry is undergoing an AI revolution, with some local agencies now using artificial intelligence to create multilingual campaigns and reach niche audiences – sparking debate about the future of creative professionals.
Artificial intelligence is becoming increasingly prevalent in Luxembourg's advertising industry, raising questions about the future of creative professions.
At Differdange's 1535 Creative Hub, the agency AIxH has fully embraced AI for advertising and marketing solutions. The company leverages AI to generate campaigns and develop marketing strategies. They also train clients in using the technology. One notable project involved creating an advertisement for a Luxembourgish insurance company that was translated into 20 languages using AI, enabling communication with over 95% of the country's residents.
"The adoption of AI is significant in Luxembourg", said Gregory Camus, co-founder of AIxH. Camus noted that in the case of their insurance client, they reached niche communities as small as a thousand people – something that would have been impractical without AI. Camus emphasised that AI serves as a tool rather than a replacement for creative professionals.
Sébastien Steffes, designer and manager of Molotov Design, shares this perspective. "AI won't replace artists, who remain the creative force", he noted, adding, "I see AI more as a tool, as an opportunity to do more, to do things differently, to try new avenues that were previously technically or financially unfeasible."
However, Steffes has firsthand experience with AI's ethical challenges. After his father – a doctor – passed away, AI was used to create a promotional video featuring fabricated endorsements derived from real interviews. The unauthorised use prompted Steffes to file a legal complaint.
While some visual artists express concern about AI, Luxembourg's professional photographers remain cautiously optimistic. Daniel Fragroso, photographer and president of the Luxembourgish professional photographers' association, offers a measured perspective on AI's potential disruption.
"Professions are undoubtedly evolving", Fragroso acknowledged. "I don't know if jobs will be lost", he said, arguing that any significant impact would likely be limited to specific sectors like product photography within the Luxembourg market.
The photographer emphasises that human connection remains a critical differentiator. "When a photographer maintains a personal relationship with their subject, their work remains secure", Fragroso explained. He believes that as a visual artist, one must adapt to the evolving market.
