WEBVTT

1
00:00:00.080 --> 00:00:02.800
The thing that impresses me the most about generative AI

2
00:00:02.800 --> 00:00:06.320
is its ability to digitize the entire marketing process,

3
00:00:06.320 --> 00:00:10.520
from ideation to content creation
to activation.

4
00:00:10.520 --> 00:00:14.480
In a matter of minutes, you can identify consumer segments,

5
00:00:14.480 --> 00:00:18.520
come up with product innovations
that are relevant for the segments,

6
00:00:18.520 --> 00:00:23.240
test them with a virtual consumer panel
and then produce ad copies,

7
00:00:23.240 --> 00:00:26.360
but also product descriptions
and even entire websites

8
00:00:26.360 --> 00:00:30.920
that talk about these products
for consumers in a way that feels relevant

9
00:00:30.920 --> 00:00:32.040
and human-like.

10
00:00:37.840 --> 00:00:40.080
There are two reasons why generative AI

11
00:00:40.080 --> 00:00:42.360
is particularly important for CPGs.

12
00:00:42.360 --> 00:00:46.480
The first is that historically CPGs
have been less data-rich than,

13
00:00:46.480 --> 00:00:50.040
let's say, retailers, banks
or telecom operators.

14
00:00:50.040 --> 00:00:53.520
As generative AI is pre-trained
on a lot of public data

15
00:00:53.520 --> 00:00:59.400
they can now, with less amounts of data,
leverage the full potential of AI

16
00:00:59.400 --> 00:01:04.000
without having to invest
in very large efforts to collect data.

17
00:01:04.000 --> 00:01:07.440
Second, a lot of competitive advantage and growth

18
00:01:07.440 --> 00:01:10.560
in CPG is driven by creation.

19
00:01:10.560 --> 00:01:15.040
Creating new products,
new experiences, and new content.

20
00:01:15.040 --> 00:01:18.080
And this is where generative AI excels.

21
00:01:18.080 --> 00:01:20.640
There's been a lot of talk about hallucinations,

22
00:01:20.640 --> 00:01:25.560
but in the context of creation,
hallucinations can be a good thing.

23
00:01:25.560 --> 00:01:27.040
The fact that generative AI

24
00:01:27.040 --> 00:01:30.080
will not give me
extremely precise answers,

25
00:01:30.080 --> 00:01:35.440
but will think about relevant ideas
for consumers that look just like me,

26
00:01:35.440 --> 00:01:38.560
can be a very powerful thing
when it comes to innovation.

27
00:01:38.560 --> 00:01:42.760
Those who win will be the ones
who will be able to provide

28
00:01:42.760 --> 00:01:47.240
the best personalized experiences
for their consumers.

29
00:01:47.240 --> 00:01:51.960
And here, category leaders are advantaged
because they typically have

30
00:01:51.960 --> 00:01:57.360
the largest amount of consumer data
that is relevant for their category

31
00:01:57.360 --> 00:02:02.240
and that they can leverage to make
generative AI models even more relevant.