Stephane Xiberras, president and executive CD at BETC Euro RSCG in Paris, likes to think about the fundamentals of the creative profession. One point of particular interest for him has become the role of people in a creative agency. Why do we need them? What if they were replaced by machines. A scary prospect, no? Well, not to him. Over eight months, he and his agency team worked together to create C.A.I, pronounced ‘Kay’ (Creative Artificial Intelligence), a piece of software that automates the creative process. We caught up with Xiberras at Shift Disturbers to talk about his monstrous creation and why it proves that man will always win against machines.