Artificial intelligence (AI) is reinventing the creative landscape for marketers. One big leap: Brands are no longer merely seen as objects, but entities with personalities that can interact dynamically with people, according to Winston Binch, chief digital officer for Deutsch North America, the ad agency behind Taco Bell’s award-winning taco-ordering chatbot, the Tacobot. Binch spoke to Catharine Hays, executive director of the Wharton Future of Advertising Program, on the Marketing Matters show, which airs on Wharton Business Radio, SiriusXM channel 111 . An edited transcript of the conversation follows. Catherine Hays: You are one of the true leaders in this space between AI and creativity. You’ve done some iconic campaigns for Taco Bell and earned 41 Cannes Lions Awards. In 2016, you were named among the “Most Indispensible Executives in Marketing, Media and Tech” by Adweek . Tell us about Great Machine, the AI division you’ve created. Winston Binch: The first thing I’ll say is that I’m not an expert.…