Jab, BBH’s Chief Creative Officer, has been downloading the internet since 1996.

“I save everything that I like – entire websites, banners and gifs, YouTube videos, any creative idea that inspires me and that I want to remember. I collect and organise all of these into folders by years and by project.”

And he’s got big plans for the future – hot on the heels of Elon Musk’s Tesla Bot announcement, Jab has ambitions to create his own creative assistant: jab.ai.

“To really help me, jab.ai needs to know my creative and advertising tastes. All my ideas, and my mistakes. And I want to feed jab.ai with what I think is best work in the world. In a few years, when we’re deep in the metaverse, I’ll be able to brief my jab.ai and work together to create things for our clients that we can’t even imagine now.”

While we’re working towards that metaverse future, here’s a taster of the kind of work Jab would feed to make jab.ai smarter and more discerning.