When the advertising community converges at Cannes Lions each June, marketers look for examples of excellence in the creative process. This year, we may also discuss how technologies such as generative AI play a role as part of that process. Billy Seabrook I have an analogy to help you.
according to Global Chief Design Officer, IBM iXThe growing interest in generative AI solutions such as ChatGPT, the experience design arm of IBM Consulting, only hints at how humans harness the power of large-scale language models (LLMs). Yes, it helps enhance tasks such as brainstorming creative ideas and iterating over a large number of prototypes. But the biggest impact may be in the evolution of the creative director’s job.
“It’s a transition from creator to curator,” Seabrook told Brand Innovators in a recent interview with colleagues. Alexis Zamkow, Intelligent Marketing Global Offering Leader, IBM Consulting. “Over the years, we have moved away from individual design specialists, the source of creativity, to a more democratized way of designing, with teams of people accelerating the creative process.”
The next wave will scale the democratization of design 100-fold, Seabrook said. This could mean anything from drastically reduced production time for campaign development to rapid development and customization of digital experiences such as mobile his apps.
As a result, creative directors not only need to hone their skills in using generative AI tools and prompts to get the right results. We also need to help adapt the team to the accelerated workflow.
“It’s all about making sure you’re taking the right steps, doing the right checks and balances, and not releasing the work too quickly,” he said. “We need to put guardrails in place to keep us from going too fast or there could be unintended consequences that could damage our brand.”
IBM Consulting is empowering brands in this space by establishing a Generative AI Center of Excellence within IBM Consulting. The center houses his 1,000+ consultants with expertise in generative AI and how to apply it to both internal workflows and customer experiences. And the IBM watsonx platform includes three elements Seabrook claims are critical to his success in the space: data management tools, generative AI capabilities, and data governance capabilities.
A new IBM survey of U.S. marketers found that 67% of CMOs plan to use generative AI in the next year, and 55% even said their relationship with agencies would change. On the other hand, the biggest problem that keeps them up late with AI is the complexity of implementing such powerful tools.
As marketers and their agency partners embrace generative AI, it will take time to decide who does what when it comes to creating, iterating, and approving ad creatives. Zamkow recommends initially focusing on what the technology means to end customers to prioritize their efforts.
“There is generative AI that can scan what is happening in the market and what consumers are saying and bring it back to the marketing team as a summarized intelligent view,” she said. , their action added: It doesn’t have to be one-size-fits-all anymore. “Marketers can say, ‘I have six different personas for her, can my brand take her message and customize it for each persona?’ will be.”
Seabrook and Zamkow encouraged marketers to experiment with generative AI, but also noted the potential risks of the technology. This includes copyright and liability lawsuits resulting from existing creatives feeding LLM, as well as the potential for bad actors to compromise brand safety by spreading impersonation and misinformation.
IBM Consulting can help marketers navigate these minefields, including implementing best practices that build transparency into the generative AI models that brands use, Seabrook added. Of course, as with any emerging technology, mistakes and lessons are bound to happen, he noted.
The right technology partners can help with generative AI, but marketers need to have industry-wide conversations about the technology’s impact. More directly, what can brands do to ensure that the results of generative AI content creation are not uniform and boring? This could define the future of brand-agency relationships. There is a nature.
“How do we put a price on producing original creative work, or work that can be generated on the fly (through generative AI)?” he said. “What is the new exchange of value between brands and creative agencies when the concept of ‘time and material’ is completely destroyed? And how will the accelerated content supply chain change the skills and expectations of creative and marketing professionals in the future? It will be very interesting to see how this plays out. “
