Los Angeles-based creative marketing agency M3 Creative has launched consultancy M3 Target, which will focus on counseling brands on how to put the creative focus on human empathy and emotion in the coming era of artificial intelligence (AI).

With the creation of M3 Target, the 20-year-old production studio will for the first time extend its guidance beyond its roster of production clients, which includes leading film studios, streamers, networks and brands. M3 produces content for series, feature films, commercials, documentaries, social and branded content, music videos and more.

“In the two decades we have been in business, we have never received as many inquiries looking for strategic creative counsel as we have in this challenging environment,” said Andy Meyers, president of M3 Creative, in a statement. Meyers will also lead M3 Target.

“AI is already rapidly changing the way the entertainment business will work. It has exponentially increased in scope and influence just since January, when the first version of ChatGPT was formally introduced to the world. AI already can write and edit promos and spots,” said Meyers. “We believe, though, that human connection, which is so crucial in successful marketing, can truthfully only be created by humans. These companies are hungry for impactful AI content capable of producing empathy and emotion.”

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AI and its coming role in Hollywood production is one of the key sticking points in the ongoing writers' strike as well as negotiations between the studios and the actors' guild, SAG-AFTRA.

Over the past two decades, M3 has worked with such entertainment clients as Netflix, The Walt Disney Company, Amazon, NBC Universal, Warner Bros. Discovery and Paramount as well as Fox, ESPN, FX, Tubi, Sony, NBA, BET and more. M3 also has worked with such brands as Johnson & Johnson, American Express, Subaru, Experian, T-Mobile and Chevrolet.