2026 / Editorial
The prompt budget is not the production budget.
More routes can mean more review. A practical way to price the decisions that turn generated material into an approved campaign.
Read the noteThe editorial desk / Through September 2026
A point of view.
A source to check.
New work, industry moves, and the arguments worth bringing into the room.
Archive opinions are written now about events then. Source dates do not imply earlier publication by Ad Field Notes.
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2026 / News & opinion
Autodesk puts the maker back in frame.
A technology campaign chooses people as its subject. That does not make the tools irrelevant; it gives them a job.
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2026 / News & opinion
In-house does not mean automatic.
Very’s autumn campaign makes a case for recognizable brand codes—and for being precise about what a production announcement actually proves.
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2026 / News & opinion
The audience system is becoming the ad product.
Dentsu’s 2026 releases move AI advertising from creative assistance toward audience simulation, conversational discovery and platform-specific media activation; the useful question is what remains measurable and human-owned.
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2025 / Archive opinion
The feed is part of the brief.
Dove’s Real Beauty work asks creative teams to think about the environment around the image, not only the image itself.
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2024 / Archive opinion
Rejection is creative work.
Nike’s A.I.R. process puts a neglected part of AI production back on the timesheet: deciding what should not survive.
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2023 / Archive opinion
Participation needs an afterwards.
A branded generator is only the beginning. What happens to somebody’s contribution is the real invitation.
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2022 / Archive opinion
Brand memory came before the prompt.
Heinz’s ketchup experiment is a reminder to start with an asset people already recognize.
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2018 / Archive opinion
A script is not a film.
Looking back at Lexus’s AI-written advert: authorship is only useful when it names the actual work.
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