McCann Worldgroup is partnering with new production studio Aimagination to bring generative artificial intelligence deeper into its ad-creation process. The partnership will focus on developing visual assets that can be used in consumer-facing marketing.

McCann Worldgroup intends to help its clients use generative AI to produce depictions of everything—landscapes, objects, brand products, microscopic matter—except humans, said Daryl Lee, global CEO of the agency network. This omission stems from clients drawing a hard line on what can and cannot be generated by AI. L’Oréal, for example, will not use the technology to depict human hair or skin tones, said Lee.

“It feels prudent and smart right now to say, ‘Humans will wait,’” he told Ad Age.

The partnership, and its notable stipulation, come as advertisers continue to clamor for AI, but with a rising sensitivity to its potential risks. Brands have started requesting stronger AI safeguards in their contracts with agency partners as chatbots prove that they are not ready to be trusted. Production companies, too, are concerned about the impact that AI could have on creatives and their way of life.

While aware of these threats, Aimagination is proceeding with optimism, Fred Raillard, the studio’s co-founder, CEO and global head of generative AI, previously told Ad Age. Raillard co-founded Aimagination earlier this year as a subsidiary of independent agency network Fred & Farid, for which he also serves as founder, chief executive and chief operating officer.

Interpublic Group of Cos.’ McCann Worldgroup is the first major marketing network to partner with Aimagination, bringing a sizable roster of clients who are interested in using AI in consumer-facing ads, said Lee. Most AI-related advertising tools have focused on the early stages of the creative process, such as brainstorming or developing a brief. But as advertisers become more experienced with generative AI tools, and the tools themselves improve, the technology’s readiness for external work is “rapidly ramping up,” said Lee.

Recent disagreements in the production industry indicate that even if AI is ready, creatives may not be. A commercial developed for Under Armour using generative AI incorporated footage previously shot by another director, who was unaware that his work was being used. A debate on social media arose between the disgruntled director and the one who created the new, AI-generated piece.

Many legal questions also need to be hammered out before AI can be confidently seated in the cockpit. Lawsuits claiming copyright infringement continue to pile up against AI providers, and the U.S. remains lacking in a regulatory framework for dealing with issues such as deep fakes and data privacy. And as companies compete to sell AI products, federal regulators are cracking down on those who may be exaggerating their claims to the technology. 

Read more: AI washing—what the crackdown means for brands

McCann’s partnership with Aimagination will focus primarily on generating image assets and will expand to video assets when those capabilities improve, said Lee. McCann has previously used AI in this way, such as through a campaign for New York Lottery last summer. However, the time, effort and expertise required to power the experience demonstrated to McCann that it would need an AI-devoted collaborator in order to continue providing the technology for clients.

The campaign “gave us the knowledge that we can’t do this intensively [without a partner],” said Lee.