We are using artificial intelligence to forecast what people are going to be talking about three days ahead of time in any given category. On top of that, weve built a production capability that allows us to generate creative assets, to make decisions more quickly, get to insights that are more salient and produce creative that’s more relevant. One of the things were really excited about. Is this notion of creating content at the speed of culture? Ai is great for
The long tail of content and creative production – it can be great for us when we customize, adapt multiple languages. Our global clients who need their content distributed at scale. Ai is going to do a tremendous job, but were gon na be able to focus on is what weve always wanted to focus on, which is whats. The idea whats that ideation creation process that arrives a setting a fundamental human truth in the form of an idea and that could be for a campaign that could be for a website were gon. Na put our
Focus there because that’s, where the heart is that’s, where the feeling is and that’s still very much a human process. Digital technology has, in some cases become our sixth sense. That said, I think there’s a danger to this notion that if we go all-in on digital technologies and in fact, digital transformation, what set do to our human relations
So what were telling our clients is its really very much about that balance because as much as we call them customers – or we call them subscribers or we call them members or we call them buyers, theyre people and we have to treat them as such when a Company can meet both the human and the commercial needs in a category. They can build sustained differentiation versus their peers. Make
Sure that you’re deciding, where are those pivotal moments, that matter were human contact, whether that’s I die or whether that’s just a human touch on the phone, is going to be a better solution than a chat, bot or some other automated thing. Just because you can do it, doesnt mean you should do it.
Digital technologies are transforming the ways in which content and creative are developed. Heat President, Mike Barrett and Deloitte Digital Chief Creative Officer, Alan Schulman discuss the use of AI to forecast future trends and generate creative content based off of these predictions. For more marketing related insights from Deloitte, visit https://deloi.tt/2DkzPiU.