AI Briefing: How Top Brands Are Saving More Time and Money With Creative AI

WhatsApp Group Join Now
Telegram Group Join Now
Instagram Group Join Now

During last week's “Tech Week 2024” AI buzz in New York City, marketers, technologists and legal experts gathered to discuss the advanced area of ​​AI integration—and how But how to balance the promise of creativity and performance. pressure challenges.

At the half-day event organized by the AI ​​Trailblazers organization, marketers from major brands took the stage to talk about their own AI strategies. And while the long-term impact of AI on advertising is still unclear, some are increasingly excited about the potential change.

At Mondelez, AI maturity could impact between 10% and 20% of non-functional media spend — adding up to $30 million to $40 million — according to Jonathan Halverson, consumer affairs at the confectionery giant. Global SVP of Experiences. The money saved will be reinvested in building proprietary infrastructure, training AI models and keeping data fresh, Halvorson said, adding that the company has invested $100 million in AI.

“Hopefully the savings should be the fuel to fund this model and be able to kick it so that it makes sense in terms of P&L and a huge infrastructure cost in terms of talent, people, process and change management. to meet,” said Halvorson, who expects Mondelez's personalized digital advertising to grow from 50% now to 95% by 2025.

Marketing execs also share examples of how they're using generative AI in real-world campaigns. For example, Mondelez used a large language model to create personalized birthday songs and Valentine's Day videos that evoke consumer love stories.

Mars Petcare has used AI to create geo-targeted pet adoption ads that insert photos of real dogs at each location, while Mastercard is using generative AI to help small businesses.

The use of AI has also allowed marketers to create campaigns with much greater efficiency. United Parks and Resorts — which includes theme parks such as SeaWorld, Busch Gardens and Sesame Place — is using AI for copy optimization while working with partners on using AI for media and creative optimization. . One way is to listen to trends and quickly create campaigns that turn on when trends emerge and turn off when trends disappear.

“Instead of traditional targeting, we'll be listening to trends,” said Marissa Thalberg, UnitedParks' chief marketing officer. “We're a passion and lifestyle marketer, so based on the passion that's generating, our engine triggers an alert and links back to ads, suggesting that we've already are loaded. It can use generative AI for adoption and personalization. And then within 15 minutes the marketer can check everything, start a campaign and go.”

Others are also looking at ways to measure creative assets. Cheryl Guerin, evp of global brand strategy at Mastercard, said a newly launched Sonic Brand Studio uses AI to change aspects of MasterCard's branded voices, depending on different ad contexts and formats. Is.

And at Diageo, AI has helped create ways to make personalized drink recommendations and personalized packaging that “help many, many people and many, many companies get scale and get the same returns.” There will be,” said Sophie Kelly, the distiller's SVP of global wine. Types. But to him, scale is about more than just marketing optimization.

“The measure for me is how we're using it right across the business,” Kelly said. “What I'm really interested in is what we're doing in terms of product development, what we're doing in terms of the product platforms that we're developing, and how we're accelerating our business performance. How to creatively spread it across the business.”

Many challenges still remain to be faced, ranging from validating LLMs, data classification, avoiding bias, and addressing concerns about data security and copyright issues. (Halvorson recalls changes to Mondelez's data classification seven years ago that included 40 variables for each creative asset.)

“If you're creating content that might be health-related or nutritional advice, there's still a huge need for people to make sure that what you're putting out there is real,” said Jane Paul, CMO of Mars Pet Care. putting on is accurate and safe for consumers,” said Jane Paul, CMO of Mars Pet Care. Johnson. “This is something we see as a significant challenge.”

Some marketers said agencies should change their model to embrace AI while also offering clients ways to rent AI tools. However, this would require more transparency about reimbursement models to reflect tech and staffing costs. How to choose between different AI models when setting an AI strategy and ensure providers maintain brand safety and data privacy standards.

“This is where the industry needs to come together and create some standards, some brand protection,” said MasterCard's Guerin. “We have to do better than where we are right now in social and some of the social platforms that we talked about where the tools are finally working. There has to be a set of standards so that we have some choice. May we have some security and peace.

Indicators and products: AI news and announcements

  • LinkedIn expanded its AI advertising tools with new ways to customize ad creation, optimize targeting and add an AI assistant for campaign guidance.
  • Google has updated its notebook LM with expanded access and new tools to analyze and organize news using its Gemini Big Language Models.
  • Perplexity, the AI ​​search platform, launched its first ad during the NBA Finals in the form of a fake movie trailer.
  • AI image-making platform Pica raised $80 million in additional funding.
  • Platt, a startup offering a platform for creative teams, has added new social listening tools for video content powered by LLMs to analyze video transcripts and comments.
  • Digital rights organization NOYB has asked a dozen European countries to take action against Meta's AI policies and data privacy and content practices before they come into effect on June 26.
  • Semrush, an SEO platform, announced a new enterprise SEO platform that uses “AI-powered content analysis and optimization.”
  • State lawmakers in New York state proposed a bill that would require parents to give consent for social platforms to serve their children algorithmic content.
  • Current and former OpenAI employees have called for more transparency and changes for the startup, accusing it of a “reckless” and “secretive” culture. (NYT)
  • The US Department of Justice and the Federal Trade Commission announced plans to pursue antitrust inquiries against Microsoft, Nvidia and OpenAI.
  • The Future of Privacy Forum, a privacy rights organization, announced a new hub focused on AI policy, privacy and compliance.
  • Google, WhatsApp and Adobe also released new AI tools for brands that help with ad optimization, customer data and other features.

1s and 0s: AI research and statistics

  • Gartner predicts that 75% of businesses will use generative AI to build artificial audiences by 2026, up from 5% in 2023.
  • A survey by the Reuters Institute and the University of Oxford examined how respondents in six countries think about the news industry using generative AI. How AI might impact the industry, whether respondents trust organizations to use it responsibly, and whether people will pay more for news generated mostly by AI. The researchers also examined how chatbots responded to questions and misinformation about the upcoming European elections.
  • The International Association of Privacy Professionals released its annual AI Governance Report, which includes guidance and details on various state, national and international laws.

Coming soon:

  • Apple's WWDC conference takes place today (June 10), and it will likely include AI updates from the tech giant.
  • The Tribeca Film Festival, which kicked off last week and runs through next weekend, is a series of AI-powered short films in partnership with AI startups Runway and OpenAI.

Other AI stories from across Digiday

WhatsApp Group Join Now
Telegram Group Join Now
Instagram Group Join Now

Leave a Comment