WEBVTT 1 00:00:00.300 --> 00:00:01.440 Nicole, welcome. 2 00:00:01.440 --> 00:00:04.710 Do you see AI triggering a renaissance 3 00:00:04.710 --> 00:00:08.580 of creativity as some have argued, or not? 4 00:00:08.580 --> 00:00:12.210 It's a very interesting thought combining 5 00:00:12.210 --> 00:00:16.290 artificial intelligence, Gen AI, as we now say, 6 00:00:16.290 --> 00:00:19.110 and the part of creative thinking 7 00:00:19.110 --> 00:00:21.210 which sits in there as well. 8 00:00:21.210 --> 00:00:24.179 And I honestly believe that Gen AI 9 00:00:24.179 --> 00:00:27.780 will enable a renaissance, as you called it, 10 00:00:27.780 --> 00:00:30.060 or it will bring the new magic, 11 00:00:30.060 --> 00:00:32.730 the old magic of creative life. 12 00:00:32.730 --> 00:00:36.519 And I think the good idea to talk about that here in Cannes 13 00:00:36.519 --> 00:00:40.410 the former, and the new home of creativity as such. 14 00:00:40.410 --> 00:00:41.820 So I think why is that? 15 00:00:41.820 --> 00:00:45.176 I think Gen AI will allow, in the marketing space, 16 00:00:45.176 --> 00:00:48.679 a lot of the ongoing topics, more content, 17 00:00:48.679 --> 00:00:53.679 more adaptations for more general to really be optimized. 18 00:00:53.790 --> 00:00:56.280 So in the past we've seen trends to do that 19 00:00:56.280 --> 00:01:00.270 around decoupling, around outsourcing 20 00:01:00.270 --> 00:01:04.860 into lower cost locations, into new tooling and MarTech. 21 00:01:04.860 --> 00:01:07.740 However, we were never able to really crack it. 22 00:01:07.740 --> 00:01:12.060 We were never able to really automate creating images, 23 00:01:12.060 --> 00:01:14.550 creating marketing assets on brand. 24 00:01:14.550 --> 00:01:16.620 With Gen AI, we can do that. 25 00:01:16.620 --> 00:01:20.040 And that will allow brands to invest in 26 00:01:20.040 --> 00:01:22.710 what actually suits them best, the impact, 27 00:01:22.710 --> 00:01:26.610 the values around their brands 28 00:01:26.610 --> 00:01:28.590 and what they want to stand for. 29 00:01:28.590 --> 00:01:32.100 And to stand out, at that point, brands will need to invest 30 00:01:32.100 --> 00:01:35.490 in creativity and these, all the new skill sets 31 00:01:35.490 --> 00:01:38.970 around creative will become the new driver 32 00:01:38.970 --> 00:01:41.730 of what marketing will be in the future. 33 00:01:41.730 --> 00:01:43.650 How do you think Gen AI can be used 34 00:01:43.650 --> 00:01:45.273 to unlock human potential? 35 00:01:46.380 --> 00:01:49.170 I think Gen AI is a big lever. 36 00:01:49.170 --> 00:01:50.850 It can enable a lot. 37 00:01:50.850 --> 00:01:53.610 And if we talk about the creative process, 38 00:01:53.610 --> 00:01:58.290 Gen AI can unlock originality in people. 39 00:01:58.290 --> 00:02:00.540 If I understand what's happening in the world, 40 00:02:00.540 --> 00:02:02.670 if I understand sentiment better, 41 00:02:02.670 --> 00:02:06.060 I get more input and that input I can then produce 42 00:02:06.060 --> 00:02:08.070 into a creative output, 43 00:02:08.070 --> 00:02:10.770 if you want to really use a technical language here. 44 00:02:10.770 --> 00:02:14.370 So I think it will do that and it will do that in new ways. 45 00:02:14.370 --> 00:02:18.300 But very important as well to invest more in creative, 46 00:02:18.300 --> 00:02:21.750 in particular, if you talk brand and brand budget, 47 00:02:21.750 --> 00:02:25.590 we need to have the lever of production automation 48 00:02:25.590 --> 00:02:30.590 Gen AI gives us, through ongoingly adopt these creatives 49 00:02:31.200 --> 00:02:34.770 into new formats to automatically optimize, 50 00:02:34.770 --> 00:02:38.070 to free up the time and the creativity 51 00:02:38.070 --> 00:02:40.740 to do what I think humans do best. 52 00:02:40.740 --> 00:02:43.020 Think in a new way about topics, 53 00:02:43.020 --> 00:02:44.820 think about what really makes a difference 54 00:02:44.820 --> 00:02:46.440 and drive that. 55 00:02:46.440 --> 00:02:49.020 All the talk has been about ChatGPT 56 00:02:49.020 --> 00:02:50.790 and language learning models. 57 00:02:50.790 --> 00:02:53.790 But what do you see as the next evolution of this tech? 58 00:02:53.790 --> 00:02:55.770 The next evolution of the tech? 59 00:02:55.770 --> 00:02:57.870 It's always difficult to predict, right? 60 00:02:57.870 --> 00:03:00.390 I think, you know, if you look back five years, 61 00:03:00.390 --> 00:03:03.930 we wouldn't have thought Gen AI has such a strong impact. 62 00:03:03.930 --> 00:03:06.630 The big question in the space is 63 00:03:06.630 --> 00:03:09.780 does Gen AI have its own mind? 64 00:03:09.780 --> 00:03:12.510 Is there something else which is possible to come out 65 00:03:12.510 --> 00:03:16.980 of there without just reevaluating models 66 00:03:16.980 --> 00:03:21.980 or rethinking, but really creating a new originality. 67 00:03:22.140 --> 00:03:23.790 And I think there will be trends. 68 00:03:23.790 --> 00:03:25.500 We will be seeing things there 69 00:03:25.500 --> 00:03:29.550 in mixed models between creative as we were thinking 70 00:03:29.550 --> 00:03:33.180 about it in the magic form of human creativity 71 00:03:33.180 --> 00:03:34.590 and what machine learning, 72 00:03:34.590 --> 00:03:37.260 what AI allows us to do in the future. 73 00:03:37.260 --> 00:03:40.020 And I'm very excited to see that unfold. 74 00:03:40.020 --> 00:03:41.420 Nicole, thank you so much.