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