Predict outcomes and sell that vision to customers
Posted: Sun Dec 15, 2024 8:12 am
“While the idea of integrating shiny new technology into every facet of our campaign may be appealing, we must always put human truth at the center,” said Tay, who collaborated with a UX/UR designer alongside Han on the campaign.
Recently, Publicis-owned Leo Burnett Australia used AI to build a talking car . Meanwhile, Leo Burnett Taiwan used another type of AI to celebrate the Lunar New Year with fortune-telling potato chips .
“We have been using Google Colab regularly for early AI algorithm prototypes,” says Laurent Thevenet, Publicis’ Head of Creative Technology for APAC and MEA. “We are also starting to use Bard , as we like the fact that it is connected chinese overseas europe database to the internet and can retrieve information in real time.”
As well as sending regular updates on emerging technology to its 4,000 creatives across the region, Publicis also mentors talent internally, sending interns back to their respective agencies and teams with new knowledge.
“Machines need operators, and for the creative industry, this means creatives will partner with machines, steering them towards the desired outcome,” says Thevenet. “These creatives need to be hybrid talents who are able to think critically while also having the ability to operate and connect these emerging AI systems to each other.”
“Imagine a concept store on the moon. What would it look like?”
Ed Yeoman, creative director at Human After All, a London-based design and branding agency, noted that his team brings AI into the ideation phase to help fictionalize these kinds of “wildcard ideas.”
"Some people use it to get verbal cues about language and messages, and others use it to get visual cues to help them imagine something that doesn't exist yet," such as events and event spaces, she explains.
Gabriel Cheung, global executive creative director at TBWA-Chiat-Day New York, says AI-generated content can also force teams to push their ideas. “Because of the way AI works with existing information, we let AI-powered tools quickly generate the ‘first ideas.’ Our thinking is that if AI can generate the same idea, then we haven’t done our job well enough to come up with something new,” Cheung said.
Google recently announced a new conversational experience in search and ad campaigns that can be used to improve brainstorming — a use case Yeoman’s team found useful.
“The prompting part of the process puts you in the role of the creative or strategic director,” Yeoman explains. “Often at that level, you’re helping frame challenges so that people get inspired to do certain things. The same is true with AI. You hope to frame this challenge in a way that gives you an optimal outcome.”
Meanwhile, Google’s announcement of Adobe Firefly’s upcoming addition to Bard represents a commitment to ethical image generation. Firefly is trained on a catalog of hundreds of millions of licensed images from Adobe Stock. While private tech companies develop responsible AI and call for regulation, creative agencies are drafting their own ethical guidelines.
Recently, Publicis-owned Leo Burnett Australia used AI to build a talking car . Meanwhile, Leo Burnett Taiwan used another type of AI to celebrate the Lunar New Year with fortune-telling potato chips .
“We have been using Google Colab regularly for early AI algorithm prototypes,” says Laurent Thevenet, Publicis’ Head of Creative Technology for APAC and MEA. “We are also starting to use Bard , as we like the fact that it is connected chinese overseas europe database to the internet and can retrieve information in real time.”
As well as sending regular updates on emerging technology to its 4,000 creatives across the region, Publicis also mentors talent internally, sending interns back to their respective agencies and teams with new knowledge.
“Machines need operators, and for the creative industry, this means creatives will partner with machines, steering them towards the desired outcome,” says Thevenet. “These creatives need to be hybrid talents who are able to think critically while also having the ability to operate and connect these emerging AI systems to each other.”
“Imagine a concept store on the moon. What would it look like?”
Ed Yeoman, creative director at Human After All, a London-based design and branding agency, noted that his team brings AI into the ideation phase to help fictionalize these kinds of “wildcard ideas.”
"Some people use it to get verbal cues about language and messages, and others use it to get visual cues to help them imagine something that doesn't exist yet," such as events and event spaces, she explains.
Gabriel Cheung, global executive creative director at TBWA-Chiat-Day New York, says AI-generated content can also force teams to push their ideas. “Because of the way AI works with existing information, we let AI-powered tools quickly generate the ‘first ideas.’ Our thinking is that if AI can generate the same idea, then we haven’t done our job well enough to come up with something new,” Cheung said.
Google recently announced a new conversational experience in search and ad campaigns that can be used to improve brainstorming — a use case Yeoman’s team found useful.
“The prompting part of the process puts you in the role of the creative or strategic director,” Yeoman explains. “Often at that level, you’re helping frame challenges so that people get inspired to do certain things. The same is true with AI. You hope to frame this challenge in a way that gives you an optimal outcome.”
Meanwhile, Google’s announcement of Adobe Firefly’s upcoming addition to Bard represents a commitment to ethical image generation. Firefly is trained on a catalog of hundreds of millions of licensed images from Adobe Stock. While private tech companies develop responsible AI and call for regulation, creative agencies are drafting their own ethical guidelines.