AI in the Winner’s Box
AI-related ads entered the winner’s box, in addition to being published for industry visibility.
Dentsu Creative’s “Scroll Therapy” app, which utilizes AI to assist patients with Parkinson’s disease in performing beneficial facial exercises, won the Pharma Grand Prix Award. The initiative was developed in collaboration with Brazilian pharmaceutical company Europharma.
Meanwhile, Michelob Ultra and FCB New York won the Entertainment for Sports Grand Prix for their ‘Dreamcaster’ effort. The project combines generative AI and haptic technology to enable blind Cameron Black to provide television commentary for a basketball game. AI turned basketball data into game information, which was delivered to Black in Braille.
Skepticism
Despite AI’s extraordinary presence at Cannes, some guests cast cold water on the real value AI brought to the festival. One executive said he was “disappointed” by the high number of panels on AI compared to creativity, and by how topics such as sustainability and diversity appeared to be “on the backburner” in the limelight. Told.
By the third day of Cannes, panel speakers were joking about how much AI was discussed that week, often comparing it to last year’s Web3 hype. But every executive Ad Age spoke to for this article agreed that AI has more potential to impact business than he did Web3.
Fernando Machado, now CMO of plant-based food maker NotCo, shared the basics of being a great chief marketing officer, including how to balance research and creativity, and how to follow insights. said to
“What I’m saying here isn’t going to change anything with AI. There might be a little bit of performance marketing too. But I think if you do these things really well, you can get pretty far.” I think some people get really distracted by the new shiny objects and end up not doing the basic stuff…no one is talking about the metaverse or NFTs anymore.if you were here last year everyone would We were talking about it, but now everyone is talking about AI, and God knows what they will be talking about next year.”
That said, NotCo is currently using generative AI to develop images for its marketing campaigns.
