TECHNOLOGY

AI Briefing: How AI confirmed up at Cannes Lions 2024

By Marty Swant  •  June 24, 2024  •

Ivy Liu

Digiday covers the most fresh from advertising and marketing and marketing and media on the annual Cannes Lions Global Competition of Creativity. More from the collection →

At this year’s Cannes Lions Competition of Creativity, it’s no shock AI was le sujet de la semaine, with cocktail conversations along the Croisette that ranged in energy from hype as potent as absinthe to the more modest hypothetical rosé. Nonetheless there was ample buzz to make even doubtlessly the most sober components seem like chatbot-worthy hallucinations.

For the second year in a row, generative AI was a major theme at Cannes Lions 2024. Conversations have matured since Cannes Lions 2023 — from early questions about AI’s feature in advertising and marketing and marketing to more fresh explorations of good applications — nevertheless promoting pros restful seen an a ways more than AI jargon.

Some seen AI news at Cannes Lions 2024 as targeted on future AI commitments. Others demonstrate marketers privately admit to being overwhelmed by alternate choices and likewise restful underwhelmed by results. There are also excellent questions like who might possibly maybe maybe unprejudiced restful have AI inside a firm — and who owns the budget.

The trip layer with generative AI will possible be more profound for marketers than the product layer, stated Noteworthy chief ticket officer Matt Weiss. He thinks “colorful experiences” (IX) will change all the issues for how customers work along with platforms.

“All individuals is conscious of the words and rhetoric,” Weiss stated. “They know what to recount. Nonetheless attain they know what to achieve? No longer so worthy. No longer imaginable. The landscape is changing too snappy.”

With so many AI offerings seeming identical, differentiation is key, nicely-known Elav Horwitz, who heads up innovation at IPG’s McCann Worldgroup. That makes creative and irregular applications especially necessary if companies desire their AI offerings to stand out. Horwitz talked about AI companies might possibly maybe maybe unprejudiced restful desire the ad enterprise’s playbook and rep methods to keep in touch what’s most compelling about their products.

This year, tech companies brought with them “AI labs” to illustrate attainable possibilities what’s going to be imaginable with generative AI, by process of mischievous pilots and beta tests. On the opposite hand, Horwitz stated some have been shrimp to basically imagery and visuals that lacked the depth of technique, insights and theory constructing.

“AI and tech companies might possibly maybe maybe unprejudiced restful desire a net page from the promoting playbook, realizing rep out how to distinguish their offerings and keep in touch their tales more compellingly,” she stated. “This contains emphasizing guilty adoption and their commitments to safety for brands and humans, whereas also serving to companies innovate and resolve complications rather then lawful specializing in productiveness.”

An amuse-bouche of AI news from Cannes Lions 2024:

  • Platforms: Meta announced a unique chatbot for Messenger, and a unique API for deliver administration on Threads. Meanwhile, AI products have been announced by Reddit, Yahoo and Spotify. TikTok weak the week to debut a technique to make ads with AI avatar influencers, whereas Adobe announced a unique partnership to let Adobe Articulate users develop AI-generated deliver for TikTok utilizing TikTok’s library of commercially on hand tune.
  • Companies: Havas weak the week to unveil a unique “Converged” technique for the agency targeted on creativity and personalization that capabilities a €400 million investment in a unique neighborhood-extensive “working system.” Files from WPP incorporated the originate of a unique AI-enabled production studio with Nvidia and a separate B2B-targeted platform in partnership with IBM’s Watsonx. Meanwhile, IPG’s unique cope with Disney makes use of AI for are residing sports actions promoting and makes use of Disney’s have AI-powered “Magic Phrases” platform to name occasions and emotions for ad placements.
  • Ad tech and martech: Zeta World fashioned a unique partnership with Amazon’s Bedrock platform to enhance the utilization of creative AI agents that succor marketers have more defend watch over and customization with automated deliver production. Earlier this month, Zeta World CEO David Steinberg instructed Digiday that its Shining Agent platform already has built more than 300 agents for patrons: “The massive utilization of it is effectively manufacture-your-have files scientist or manufacture-your-have files onboarding, or expose me my Most worthy and below-utilized audiences,” Steinberg stated.
  • AI-powered Cannes Lions: The awards piece of Cannes Lions also featured several campaigns created with generative AI. Pedigree’s “Adoptable” campaign from BBDO, which weak generative AI to succor canines rep unique properties, won an Originate air Mountainous Prix. One other winner was the French telecom Orange, which labored with Publicis to develop AI deep fakes of the French females’s national soccer crew all the very top contrivance through the 2023 FIFA Females’s World Cup to tackle sexism in soccer.

Other Digiday tales about Cannes, AI or each and each:

Prompts and Products: Other AI news and bulletins

  • OpenAI co-founder Ilya Sutskever launched a unique startup known as Safe Superintelligence Inc., or SSI.
  • Loads of top AI gamers launched unique AI devices. Anthropic launched a unique AI mannequin for Claude-3.5 Sonnet to rival ChatGPT-4o,Runway ML launched its Gen-3 Alpha mannequin that opponents OpenAI’s Sora, and Google Deepmind announced a unique video-to-audio mannequin.
  • Loads of AI companies have not any longer too long prior to now employed unique marketers for his or her C-suite. Loreal Lynch, dilapidated head of campaigns at Stripe, joined Jasper as its first chief advertising and marketing and marketing officer. HeyGen announced dilapidated Asana CMO Dave King as its unique chief enterprise officer. Creator AI employed Diego Lomanto as its unique CMO from his old feature on the AI startup Ada.
  • Laptops powered with Qualcomm’s unique AI-powered Snapdragon chips have been formally launched for exhaust.
  • Meta paused its AI rollout in Europe after Eire’s files protection agency raised files privateness concerns.
  • A dilapidated Snap engineer launched a unique AI social network for folks and chatbots known as Butterfly.
  • Google is reportedly shifting its DeepMind assessment lab to succor with commercial providers.

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