As the business world prepares to head to the French Riviera for the 2023 Cannes Lions, artificial intelligence will be a top priority.
ChatGPT is already rewriting the storybook when it comes to content, but what does the deepening adoption of artificial intelligence (AI) and other disruptive technologies mean for creative communications businesses?
It’s sure to be a hot topic for brands, advertisers, marketers and media as they gather at this year’s Cannes Lions International Festival of Creativity on the sunny French Riviera.
Ahead of the event’s 70th anniversary, we spoke with CEO Simon Cook to learn more about the annual Pow Wow that brings creative minds together.
“Creativity can come from anywhere”
Cook told Euronews Next: “This is a really exciting year for us. We look forward to 2023 as we look forward to the next 70 years. We will support those who are ‘in the making’ and use their creativity to make progress.” We will move forward,” he said.
“Today, creativity can come from anywhere. We are not just talking about creativity in communication, Cannes Lions now recognizes creativity in areas such as business transformation, commerce and gaming. Award winning.
“It spans a range of really interesting places and that means creativity permeates everything in a really positive way.”
AI: Creativity Killer?
AI is rapidly becoming famous, and the topic of ChatGPT has become a hot topic all over the world.
While some creators welcome the growing use of AI in the communications business, others fear that AI is a creature hungry to devour its dinner.
This year’s Cannes Lions comes on the heels of the European Parliament’s approval of the world’s first comprehensive regulation on AI as the EU races to regulate and capture the rapid and expanding use of AI.
“I think it’s safe to say that the debate around the role of AI in our industry will dominate the stage at Cannes Lions this year,” Cook explained.
“Google’s Senior Vice President of Technology and Society, James Manica, will talk about how AI is helping solve the world’s biggest problems, and what happens next.
“In another session, both Goodby, Silverstein & Partners and Axel Springer will discuss ChatGPT.”
Another “palette in a paint pot”
According to the State of Creativity Study 2023, published by Cannes Lions, 65% of brands and agencies say AI: of This year’s most important technology trends.
By 2025, 10 percent of all data generated and 30 percent of outbound marketing messages from major brands will come from generative AI, according to data from technology research and consulting firm Gartner.
It is a type of AI that can create text, images, and other media content in response to prompts.
“I remember about 10 years ago the Cannes Lions stage was dominated by big data and the threat it poses to the industry. ” emphasized Cook.
“Overall, I think AI will eventually become an invisible part of our ecosystem. AI will just serve as another palette in the creative paintpot. The journey will be very interesting.”
Virtual Influencer: Say Hello to Rae
Virtual influencers and computer-generated characters are nothing new in the business of communications and marketing, and this year Cannes Lions will have them on stage for the first time.
Rae is one of the largest virtual names to originate from Asia, building a fanbase of over 1 million across Instagram and Weibo since his debut in 2019.
“A virtual human who effortlessly treads the line between fantasy, technology and reality, she offers a unique perspective through her collaborations with cult labels, musicians, fashion designers and global brands,” Cook said. told Next.
But virtual influencers aren’t for everyone.
Italy’s tourism authority thought it could be a winner earlier this year when it devised a digital version of Venus, the goddess of love, to lure visitors to Italy.
But critics described her as the “new Barbie doll” that destroyed Italy’s cultural heritage.
Consumer expectations are ‘very high’
In the future, more sophisticated and intelligent technology may make it more difficult for virtual influencers to discern what is real to consumers and what is not.
In a world driven by data and polluted with misinformation, there is a growing awareness of privacy and fact-checking.
But Cook said that as Cannes draws more creative people, there are consumers in the industry who are more confident about sharing data in exchange for some services.
“I think consumer behavior is changing rapidly and expectations are very high. We are also seeing very smart customers. I think it’s interesting to see people getting used to letting go,” he explained. .
“The agency model will continue to change and we will have to ask ourselves if we have the right conditions in place to succeed.”
prove the value of creativity
Today’s global uncertainty weighs heavily on most sectors. Those attending this year’s Cannes Lions face the daunting task of proving their creative worth.
“The focus on effectiveness at this year’s festival reflects extreme pressure on marketing budgets,” Cook said.
“Brands that embed a culture of creativity and demonstrate a continued commitment to creativity as an engine of growth are achieving continued success. It is sustained creativity that drives sustainable growth.” .”
- The Cannes Lions International Festival of Creativity 2023 will take place from 19th to 23rd June.
