AI tools built for the people behind the scenes
Advertising Producers Aotearoa wanted to explore how AI could become genuinely useful to its producer community, not simply as another creative tool but as practical production infrastructure.
Working alongside Paul Kennedy and Charlotte Glennon at APA, Odd Global developed APA ProducerGPT, a custom AI production assistant built around APA-approved materials and key New Zealand production references.
Rather than relying on generic AI knowledge, ProducerGPT was designed around the realities of producing commercial work in Aotearoa. It brings together industry resources into a conversational tool producers can use to help scope jobs, break down scripts, identify potential production risks, build checklists and navigate everyday production questions.
The project involved structuring and translating a substantial body of industry knowledge into an AI system that could understand production context and provide useful answers while keeping the original source material at the centre of its responses.
Alongside ProducerGPT, APA also developed an AI Best Practice Guide, giving its members practical guidance for navigating the rapidly changing role of generative AI in advertising production.
The result is an example of AI working behind the scenes rather than being the final product: helping experienced people access knowledge faster, interrogate a brief and make better-informed production decisions.
Client: Advertising Producers Aotearoa (APA)
Project: APA ProducerGPT + AI Best Practice Guide
Odd Global: AI Strategy, Tool Development & Implementation
In collaboration with: Paul Kennedy & Charlotte Glennon, APA
