This campaign is a wonderful testament to the abilities of AI to aid the creative process. Tosoh specialises in Bio Science, supping the materials and machinery for Separation and Purification 🤷🏻‍♂️ which means supplying the raw materials that never ever change during an experiment so scientists always know what made a difference (or not) giving them confidence in their methodology and the results. Creating AI agents, based on the personas of bio scientists, we were able to gain a better understanding of this fascinating world and in turn create headlines and copy that spoke to that confidence scientists were looking for.