《胜三(R3):人工智能在创意生产中的落地(英文版)(13页).pdf》由会员分享,可在线阅读,更多相关《胜三(R3):人工智能在创意生产中的落地(英文版)(13页).pdf(13页珍藏版)》请在三个皮匠报告上搜索。
1、Edition 1,May 2023AI in Creative&ProductionAn R3 Guide AI in Creative&Production 2AI&The New Frontier of Creative MarketingAI Maturity&In-House TalentAI can be considered a double-edged sword for marketers and agencies,presenting both opportunities and challenges.While AI can enhance efficiency and
2、effectiveness in certain aspects of advertising,it also poses certain risks that need to be carefully addressed.Building A Broader Marketing Skills Universe Imagine a future where credit reels after Hollywood blockbusters are extremely short,and newsrooms are reduced to a handful of editors working
3、with GPT models.Generative AI has the potential to automate 26%of work tasks in arts,design,media and entertainment(Goldman Sachs,2023).Though this might read like an opportunity to reduce costs,this changing of the guard requires a well-thought talent strategy that considers the maturity of AI plat
4、forms and expertise of human talent.SupportingAI is used to supplement human talent.This includes elevating technique,prototyping,and testing.ExtendingAI is used to extend human capability.This might be generating creative content faster at greater volume and with more variations.ContributingAI beco
5、mes a self-generator of creative ideas.Work is validated by other AI and humans.freelancers are actively using AI-based tools and software Teams with low business-domain knowledgeTeams with high business-domain knowledgen=1283 freelancers worldwide,January-February 2023,FreelancermapManaging The New
6、 CreatorsWe have already witnessed parallel growth with the gig economy and the democratization of design and production with platforms like Canva,Figma,TikTok,and Instagram.AI has reduced the barrier to creation where training and special equipment mightve been needed to run programs like Adobe Fin
7、al Cut,Unity 3D and Unreal Engine.Though AI can devaluate certain creative skills,it has also created opportunities for a subset of people who might not be technically trained but can use AI to produce similar(or more superior)standards of work.As AI-informed creative platforms make creative product
8、ion more accessible,offshoring and engaging decentralized creative teams become more attractive for companies.However,while there might be a decrease in the cost of talent and the price of work,the resource required to choose the right candidates and organize these new creators invariably increases.
9、New models will be needed for remuneration,performance measurement,and governance.3 out of 102 out of 10freelancers fear that AI could potentially replace themAI MAI,Creative Teams&The Value of TalentThe role of AI within creative teams,and the value and cost of work as mechanization increasesRefere
10、nce:Org Design for Design Org by Peter Merholz&Kristin Skinner(OReilly Media,2016),and Neumeiers Robot CurveHuman/AI InvolvementStrategyRequirements,briefs,desired results,planning,vision,campaign conceptsSkilled Work Standardized Talent-Driven Professional DirectedHuman/AI InvolvementStructureFlows
11、,service blueprints,wireframes,wayfinding,navigation,brand standards and guidelines,visual languageRoteWork Interchangeable Routinized Outsourceable ManagedHuman/AI InvolvementSurfaceTypography,color,layout,interface design,spacing,animation,transitionsRobotic Work Algorithmic Computerized Efficient
12、 Purchased10,000ft1,000ft100ft10ft1ftConceptual LevelsHuman/AI InvolvementThe Big PictureIntegrated view of a brands offering and characteristicsCreative Work Unique Imaginative Non-Routine Autonomous AI in Creative&Production 4AI can assist in generating content,such as news articles,product descri
13、ptions,and reports.Natural Language Processing(NLP)techniques enable AI models to understand and mimic human language,producing coherent and relevant content.AI algorithms can analyze large datasets and extract valuable insights,helping content creators make data-driven decisions,while improving the
14、 quality and relevance of their content.AI can automate certain aspects of video and image editing processes.For example,AI algorithms can automatically detect and remove background noise or enhance image quality,reducing the need for manual editing and post-production work.AI can assist in quality
15、assurance by automating the process of checking content for errors,grammar,plagiarism,or adherence to specific guidelines.This reduces the need for manual proofreading and editing.AI-powered algorithms can analyze vast amounts of data to curate and recommend relevant content to users.By automating t
16、he content curation process,companies can save costs associated with manual curation and improve the accuracy and personalization of recommendations.AI-powered tools can automate social media management tasks,including content scheduling,post optimization,and sentiment analysis.AI-based transcriptio
17、n services can convert audio and video files into text,eliminating the need for manual transcribers.Similarly,AI-powered translation tools can provide real-time translation.AI-powered chatbots and virtual assistants can handle customer inquiries and provide support,reducing the need for human custom
18、er service representatives.Content GenerationData Analytics&InsightsVideo&Image EditingQuality AssuranceContent CurationSocial Media ManagementAutomated Transcription&TranslationChatbots&Virtual AssistantsApplications of Generative AIStrategyAnalyzing data,identifying trends,and refining target audi
19、ence insights.AI can optimize resource allocation and budgeting for impactful campaigns,empowering creators to make informed decisions and achieve successful outcomes.Examples:BCW Navigate,Publicis Sapient AI Labs,Stagwells PRophet,Merkles Magpie,SataliaTestingTesting by automating and process optim
20、ization.AI can conduct data-driven tests,analyze variations,and provide feedback.This accelerates iteration,enhances quality,and ensures successful outcomes for creative projects.CreativeIdea generation,content creation assistance,collaboration facilitation,and optimized distribution.AI can also sug
21、gest unique concepts,create visual and auditory content,connect artists with audiences,and provide valuable insights for StrategyCreativeProductionTestingInsightsInsightsDelivers actionable insights in the creative process.By analyzing data and patterns,AI can uncover niche trends,deepen understandi
22、ng of consumer preferences,and identify untapped opportunities.ProductionAutomating tasks,improving efficiency,and elevating content creation.AI can streamline workflows,enhance productivity,and enable creators to bring their visions to life with precision and speed.Examples:Weber Shandwick Narrativ
23、e Intelligence,DEPT/AIExamples:Kantars Link AI,Metas AI Sandbox Examples:Stable Diffusion,Midjourney,Dall-E,Dentsus Content SymphonyExamples:Choreograph Create,Golin SPARK,Stagwells Taylor,Dentsu VI,Adobe Sensei GenAI AI in Creative&Production 6ImageCreationDesign/VideoCopywritingSocialMediaContentC
24、reationPlatforms&Tools That Use AIAfter using advanced image generator DALL-E 2 to search for everything from“ketchup scuba diving”to“ketchup in outer space”,Heinz found that a lot of the results looked just like bottles of Heinz.Heinz fans got involved by sharing their own suggestions for ketchup i
25、mage prompts,with the best ones being turned into social posts and print ads,helping them to create the first ever ad campaign with visuals generated entirely by artificial intelligence.Agency:An AI project from Nestl reframed“The Milkmaid,”a masterpiece created more than 360 years ago by Dutch pain
26、ter Johannes Vermeer,in a fresh,expanded light.The work from Ogilvy Paris promotes La Laitire yogurt,which has long used milkmaid imagery in its campaigns.For this effort,the team employed DALL-E 2s“Outpainting”function to add significant details and new characters to the original oil-on-canvas imag
27、e.Agency:Case StudiesHeinz AI KetchupJust like humans,AI prefers HeinzLa Laitire de NestlThe Milkmaid AI in Creative&Production 8“Masterpiece”follows the journey of a Coca-Cola bottle from one iconic painting to the next as it makes its way to a thirsty student in need of inspiration.The VFX team at
28、 Electric Theatre Collective and creative agency Blitzworks used a mix of live action shots,digital effects and AI to create the commercial and its complex transitions.“Masterpiece”also includes an online gallery featuring interviews with emerging artists from the nearly two-minute hero film,as well
29、 as 3-D billboards and a series of digital collectibles.Agency:Lexus used data on 15 years of award-winning luxury campaigns,as well as information about the brand and human emotion to create a 60-second film that tells the story of a car that comes to life.The production process,which Lexus said to
30、ok around six months from brief to output,involved developing the bespoke AI and training it with data,emotional intelligence about what connects most strongly with viewers and specially commissioned information about human intuition.Agency:Case StudiesCoca-Cola MasterpieceA journey from canvas to c
31、anvasLexus Driven By IntuitionScripted by artificial What to Consider Before Using Generative AIData Availability&QualityGenerative AI models require a significant amount of data to train effectively.Model Selection&PerformanceDifferent generative AI models have varying capabilities and performance
32、levels.Ethical ImplicationsGenerative AI can potentially generate content that may be misleading,offensive,or harmful.Computational Resources&InfrastructureGenerative AI models,particularly larger and more advanced ones,can be expensive to train,deploy,and maintain.Do you have access to a sufficient
33、ly large and diverse dataset that is relevant to the task you want the model to perform?Do you understand the strengths and limitations of the machine learning model you have chosen?Have you considered the ethical implications of your generated outputs and how they may affect different stakeholders?
34、Do you have the right technology to effectively run generative AI platforms?What is the quality of your data?Biased or noisy data can negatively impact generated outputs.Have you considered the suitability of your models architecture,training methods and benchmark performance for your specific use c
35、ase?Have you created measures to ensure fairness,transparency and accountability in your generated results?Do you have the right talent to assess generated outputs?AI in Creative&Production 10What to Consider Before Using Generative AILegal&Regulatory ConsiderationsDepending on the nature of the gen
36、erated outputs and the jurisdiction you operate in,there may be legal and regulatory considerations to address.Security ConsiderationsGenerative AI models can be vulnerable to adversarial attacks and misuse.User Feedback&ValidationGenerative AI models can benefit from continuous user feedback and va
37、lidation.User Expectations&ContextUnderstand the expectations and context in which the generated outputs will be used.Generative AI models may not always meet user expectations or accurately capture the desired characteristics of the generated content.Do you have governance that ensures compliance w
38、ith relevant laws,such as intellectual property rights,privacy regulations,and data protection laws?Do you have security measures in place to address issues that might exploit data leakage and other vulnerabilities?Have you established mechanisms to collect feedback and monitor performance?Do you ha
39、ve guardrails in place to consider how general outputs will be perceived and utilized by end-users or stakeholders?Are you aware of specific regulations or guidelines related to use of AI in your specific brand category?Do you have an iterative process in place that helps improve the generated outpu
40、ts over time and ensures that it aligns better with user expectations?How R3 Can H Needs analysis to understand gaps and opportunities Driving alignment between execution and leadership team,and IT and marketing teams Aligning scope to budgetStakeholder Alignment Reviewing of resourcing solutions wh
41、ich can meet your specific requirements Reviewing of MarTech solutions used in your industry/category/market Creating a vendor search briefExternal Landscape Mapping Reviewing of existing talent,data and tech stack across departments to identify compatibility,integrations required,and gaps to be fil
42、led Understanding existing and future focused talent,data management requirements across departments Mapping of your existing technology stack and data sources leveraged across departmentsInternal Landscape Analysis Developing robust evaluation process and criteria Developing evaluation checklist Cr
43、eating long list of vendors Management of selection process,customised based on tool/tech requirementVendor IdentificationContact UsGreg PaullCo-Founder&PDave EdwardsEVP,Global GMartha EvansSenior Growth Manager,EMEA Melvin OngVP Growth,Asia P AI in Creative&Production 12We are an independent global
44、 marketing consultancy hired by CMOs to make their marketing more measurable and accountable to business impact.In a word,we are about transformation.Weve worked with more than one hundred companies on global,regional and local assignments to drive efficiency and effectiveness.We have talent based i
45、n US,Asia Pacific and Europe and partners in LATAM and Africa.Digital Benchmarking Because industry benchmarks can be too broad to be meaningfulA quantitative and qualitative evaluation of your brands performance on Digital Channels benchmarked against a bespoke list of competitors based on metrics
46、that matter to your business.Know where you stand compared to direct and indirect competitors and to learn from the strategies of competitors.Martech Consulting Because your martech stack impacts your overall strategyGet a better understanding of what happens at the critical intersection of marketin
47、g and technology.Our martech training workshops provide insight into topics like how to build a single-view of the consumer and how to better integrate your martech investments.Digital Strategy Consulting Because looking only at internal data to craft channel strategy is limitingGood ideas can come
48、from anywhere.Studying the success of competitors and non-competing category leaders can provide informative and actionable insights with which brands can transform their approach to digital channels and content.Digital Performance AuditBecause agencies cant grade their own homework A digital perfor
49、mance audit involves getting a quantitative evaluation of your Brands performance on Digital Channels.The report will let you know how well you are doing,where the gaps are in your current digital media campaigns,and how you can improve the performance of your Digital Earned,Owned and Paid Channels.
50、What We DoRETURN ON INVESTMENTUsing a bespoke and proprietary methodology,we help benchmark and provide insights into how your digital strategies perform in your category and across categories.RETURN ON MEDIAWe offer professional analysis of the media process,planning and buying with proprietary ben
51、chmarks and tools to set and measure performance.We conduct financial audit to validate and benchmark transparency.RETURN ON AGENCIESWe help marketers find pay and keep the best possible agency relationships-covering Creative,Media,PR,Digital,Social,Performance,Event,Promotions and CRM.We take the l
52、ead on improving the Integration process through proprietary software and consulting.Driving Transformation for Marketers and Their Agencies Clients We work with twelve of the top twenty marketers-covering 70+markets on six continents.Edition 1,May 2023Embark on a Journey through the Arctic of Creativity,Discovering Unmatched AgenciesDefroster