In today's ever-evolving marketing and advertising landscape, artificial intelligence (AI) has emerged as a transformative force.
For years, marketers have been leveraging the capabilities of AI to optimize campaigns, gain valuable insights, and drive conversions. However, recently, this generative technology has brought to light a fundamental question: what is the role of humans in creating creative ads?
In this article, we will explore three interesting cases that reveal how creative leaders are incorporating artificial intelligence into their strategies, going beyond traditional approaches and challenging the limits of imagination.
In the relentless search whatsapp data for innovative marketing strategies, a team responsible for promoting Google Nest in Australia found a unique way to provide consumers with a practical and immersive experience.
During the 2019 holiday season, they dared to let people test the product in the comfort of their homes. The idea was clear: bring the Google Nest experience directly into the ad, long before generative AI gained notoriety.
Tingyan Han, senior director of data strategy at EssenceMediacom APAC, led this bold initiative. The goal was to demonstrate how Google Nest could enhance moments at home, and the strategy to achieve this was to create an interactive and immersive experience.
However, turning this vision into reality was no easy task. The team faced a number of challenges, especially when working with a Text-to-Speech API . They needed to consider user experience, ensure ad inventory and measurement were accurate, and even test whether local accents were recognizable to AI. To overcome these obstacles, the team enlisted the help of the Google-provided speech-to-text API, collaborating with the Google Nest and Google Media Lab teams.
The result of this initiative was surprising. The ad was designed to pause for the first few frames, allowing users to embrace the experience. Once activated, consumers could interact with the ad via voice, making requests like: “Hey Google, show me gingerbread recipes.” Interactivity not only provided a unique experience, but also increased purchasing consideration by effectively demonstrating the benefits of the product.
Vincent Tay, creative director at EssenceMediacom APAC, emphasizes the importance of keeping the human essence at the center of campaigns, even when incorporating innovative technology. In this case, collaboration with a user experience designer was key to ensuring the experience was intuitive and valuable to the audience.
In addition to the Google Nest team in Australia, Leo Burnett (renowned Publicis group agency) also explored the potential of AI in his campaigns. In a recent project, they used artificial intelligence to create a car that “talked”, showing how creativity and technology can come together in surprising ways. In another campaign, Leo Burnett Taiwan used AI in an innovative way to celebrate the Lunar New Year, generating fortunes inspired by French fries .
As artificial intelligence becomes an increasingly valuable tool in the creative industry, leaders like Laurent Thevenet, head of creative tech at Publicis for APAC and MEA, are exploring new tools like Bard, which is connected to the internet and can retrieve information in real time. Additionally, they are investing in upskilling their in-house talent, ensuring that creatives can effectively collaborate with machines and direct them to achieve desired results.