The senior advertiser warns: "He is an indescribable liar, a bullshitter"
Gideon Amichay opens up in a surprising interview, addresses the technology that is driving the world crazy, reveals the campaign he is most proud of, and explains why he refuses to work with politicians.
Advertiser Gideon Amichay, one of the most prominent and influential names in the Israeli advertising world, addressed the artificial intelligence revolution and clarified that, from his perspective, there is no reason to fear the new technology. According to him, AI does not pose a threat to human creativity, but is rather an additional tool that can serve those who know how to use it correctly.
"AI does not threaten creativity. It is not a threat. No technology is a threat. It is a tool," Amichay said during an interview on Channel 12.
However, he emphasized that one should not view every answer provided by artificial intelligence as absolute truth, and he even sharply criticized the way it generates information. "The chat is an indescribable liar. It is a bullshitter," he said.
Later in the interview, Amichay was asked which of the many works he has done throughout his career brings him the most pride. He chose to highlight a campaign associated with the Reshet Gimmel station, and said that it was work done for the station regarding its decision to broadcast only Israeli music. According to him, even the slogan that accompanied the move, "Only Israeli music," is one of the most significant moments for him in his professional career.
Amichay also addressed the political world and the question of whether he had ever been involved in campaigns for parties or candidates. His answer was unequivocal. According to him, he has never taken part in political campaigns, and not by chance.
"I have never done anything. I am not willing to meet them. I am not willing to sit with them at all," he said, clarifying that for him, this is a principled line he does not intend to cross.
The interview provided a glimpse into the positions of one of the most well-known creatives in Israel, both regarding the future of the advertising world in the age of artificial intelligence and regarding the red lines he has set for himself throughout his career, primarily the absolute avoidance of work in the political arena.
