-: Nicole, welcome.
Do you see AI triggering a renaissance
of creativity as some have argued, or not?
-: It's a very interesting thought combining
artificial intelligence, Gen AI, as we now say,
and the part of creative thinking
which sits in there as well.
And I honestly believe that Gen AI
will enable a renaissance, as you called it,
or it will bring the new magic,
the old magic of creative life.
And I think the good idea to talk about that here in Cannes
the former, and the new home of creativity as such.
So I think why is that?
I think Gen AI will allow, in the marketing space,
a lot of the ongoing topics, more content,
more adaptations for more general to really be optimized.
So in the past we've seen trends to do that
around decoupling, around outsourcing
into lower cost locations, into new tooling and MarTech.
However, we were never able to really crack it.
We were never able to really automate creating images,
creating marketing assets on brand.
With Gen AI, we can do that.
And that will allow brands to invest in
what actually suits them best, the impact,
the values around their brands
and what they want to stand for.
And to stand out, at that point, brands will need to invest
in creativity and these, all the new skill sets
around creative will become the new driver
of what marketing will be in the future.
-: How do you think Gen AI can be used
to unlock human potential?
-: I think Gen AI is a big lever.
It can enable a lot.
And if we talk about the creative process,
Gen AI can unlock originality in people.
If I understand what's happening in the world,
if I understand sentiment better,
I get more input and that input I can then produce
into a creative output,
if you want to really use a technical language here.
So I think it will do that and it will do that in new ways.
But very important as well to invest more in creative,
in particular, if you talk brand and brand budget,
we need to have the lever of production automation
Gen AI gives us, through ongoingly adopt these creatives
into new formats to automatically optimize,
to free up the time and the creativity
to do what I think humans do best.
Think in a new way about topics,
think about what really makes a difference
and drive that.
-: All the talk has been about ChatGPT
and language learning models.
But what do you see as the next evolution of this tech?
-: The next evolution of the tech?
It's always difficult to predict, right?
I think, you know, if you look back five years,
we wouldn't have thought Gen AI has such a strong impact.
The big question in the space is
does Gen AI have its own mind?
Is there something else which is possible to come out
of there without just reevaluating models
or rethinking, but really creating a new originality.
And I think there will be trends.
We will be seeing things there
in mixed models between creative as we were thinking
about it in the magic form of human creativity
and what machine learning,
what AI allows us to do in the future.
And I'm very excited to see that unfold.
-: Nicole, thank you so much.