part of Kin + Carta
, has used AI to analyse and rewrite Christmas carols to send to its clients this festive season.
The agency took 1550 lines from 60 famous Christmas carols and entered them into the IBM Watson Tone Analyzer to see how well they could be understood. This then formed five new Christmas carols
created purely through AI technology
, with illustrations to match.
With each sentence, Watson identified words or phrases that were classified as one or more of the following tones: joy, confidence, fear, anger and sadness. It then provided the name of the tone identified for each line of the carols and rated them for the presence of the identified emotion.
Edit took the top-scored lines from each emotion and crafted them into five new joyful tunes. Although the AI put together some creative combinations, the agency said all the carols needed human skill to apply correct tenses, poetic rhythm, context and most importantly, cultural understanding.
Hannah Newcombe, creative director at Edit said: “We wanted to create something that was different from the typical Christmas cards sent in the post. AI is quickly becoming the go-to for creatives to dream up exciting and innovative ideas, taking the technical part of computer science and giving them a human finish.”
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