Hey there, marketing enthusiasts!
At Cannes Lions, I attended the "Microsoft | Curiosity & AI in Marketing" session where Kathleen Hall, Chief Brand Officer at Microsoft, shared her insights on AI's role in creativity. Sven Seger, Sunita Richardson, and Steve Mahn from Instrument also provided valuable perspectives.
Can you believe it's only been a year since AI was introduced into the creative world? Last year at Cannes, Microsoft and their creative partners used AI to generate stunning visuals that decorated their site. This year, they've taken it to the next level. Sven, a Creative Director at Instrument, shared how AI has completely revolutionized the creative process. Everything now starts and ends with AI, with countless activities in between. Research, insights, and rapid iteration are seamlessly integrated, making the creative journey faster and more insightful.
One of my favorite parts of the discussion was hearing real-life examples of AI in marketing. Kathleen talked about a Super Bowl ad where AI helped identify key life goals people aspire to achieve. This instant insight fed into the strategy and content of the ad, something that used to take weeks of research. Steve shared a brand campaign in India where they used AI to generate culturally relevant and visually stunning ads, ensuring authenticity and approval at every step. This approach not only sped up the process but also added a layer of depth and precision that traditional methods couldn't achieve. Microsoft's 2024 Super Bowl ad showcased their AI assistant, Copilot. This ad highlighted how Copilot helps people achieve previously unattainable goals, like turning a startup idea into a viable business plan, transforming a filmmaker's concept into rich storyboards, and creating an editable mascot for a fantasy football team. This ad not only demonstrated AI's power but also emphasized the uniqueness and irreplaceability of human creativity.
Of course, it's not all smooth sailing. Sven shared moments of frustration and skepticism when his team decided to showcase AI at the Cannes Film Festival amid AI-related strikes and skepticism. However, by demonstrating how AI can be used in filmmaking, like rewriting scenes and choosing shooting locations, they eventually won industry acclaim. Steve also shared his "AI vertigo" moment when he realized AI could accomplish in minutes what used to take weeks of research. These moments remind us to stay critical and ensure ethical and effective AI application.
One of the biggest takeaways is that AI is not here to replace human creativity but to enhance it. Kathleen used a beautiful analogy: if AI were asked to generate a hit Broadway show, it would never come up with "Hamilton." That's the magic of human creativity—finding unique connections and bringing them to life in ways AI alone cannot.
With AI's integration into marketing just beginning, the potential is immense, and tools are becoming increasingly sophisticated. As marketers, our challenge is to stay curious, embrace technology, and continue innovating.
Until next time, keep creating and stay curious!
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