AI: Frenemy at The Gate | CMO REPORT- 大数跨境

电通创意

2023-12-17

导读：The breathtaking rise of Generative AI is filling many CMOs with both excitement and trepidation.

AI is a cause for excitement and concern. Despite some caution: CMOs welcome efficiencies and are keen to experiment, but doubt AI-generated content will ever truly touch the hearts of their customers.

AI: FRENEMY AT THE GATE

BY THE NUMBERS…

87%

When wrestling with the question “AI: Friend or Foe?” marketers are ambivalent. For the industry today, AI is perhaps best viewed as a “frenemy,” with the potential both to drive speed and efficiency and to create a new generation of challenges. The optimists among us (83%) say that AI will enable human teams to take on more creative tasks, while 86% agree that it will improve efficiency.

An additional 87% of marketers affirm that Generative AI represents the future of advertising and marketing, while 26% express their intention to adopt Generative AI soon. However, it is telling that over half of our respondents (57%) agree that Generative AI might take their jobs.

82%

Interestingly our survey showed that marketers are positive about the potential use of AI in marketing however 61% of our respondents agree that Generative AI will impact society for the worse.

Despite nagging job insecurity, the majority of clients hold a steadfast belief in the irreplaceable value of human craft and emotion in brand communications (82%), asserting that Generative AI can never fully replace the essence of human creativity (75%).

AI: FRENEMY AT THE GATE

WHAT IT LOOKS LIKE…

HUMAN-CREATED CONTENT

Perhaps most significantly, 77% of marketers agree that AI will never create content that truly moves them: a fascinating challenge for brands and agencies. Can AI Touch our hearts? Can a robot make us cry?

81% of respondents agree that customers will pay a premium for human created content.

It’s a fascinating concept to explore; just as handmade products now command a premium in an industrialized world, human-made content may command a premium in a world of AI-generated content.

Will opinion become more or less important in a world of AI editorial, where facts are easily synthesized, and what does it mean for the future of publishing and the cultural and political discourse it creates?

OUR WORKS…

AI-ASSISTED ARTIST

Brand: INTEL

Creative Agency: DENTSU CREATIVE

Experience the awe-inspiring Intel Evo Ultrabook, powered by innovative AIGC technology.

Through a partnership with popular bands Secondhand Rose and Nova Heart, Intel delved into the power of creativity to bring fun and laughter into our lives.

From script to visual design, AIGC showcased a remarkable capability to effortlessly blend diverse styles in their communication videos. Meanwhile, the creative team highlighted the importance of brands staying true to their unique styles, staying relevant, and being open to new possibilities in their creations.

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Intel × The Big Band III

WHAT IT MEANS FOR BRANDS AND BUSINESSES...

FROM EXPERIMENT TO ENTERPRISE

While Generative AI has been a fun experiment or plaything for many, it is rapidly scaling for the Enterprise. Platforms such as Adobe’s Firefly (in Beta) and Sansei embed Generative AI at the heart of tools used by designers and developers the world over while tackling concerns over copyright issues and brand consistency.

NEXT-GENERATION CRAFT SKILLS

While there is much anxiety about the impact of AI on job security, in practice Generative AI requires a deep understanding of craft, design, photographic skills, and aesthetics. The ability to craft the right prompt to lead to distinctive and brand appropriate outcomes requires a powerful blend of creative and strategic skills.

CHANGING DYNAMICS

Generative AI will undoubtedly unlock new efficiency opportunities, but perhaps most exciting is the opportunity for truly dynamic and personalized experiences, responding to new data and context at pace. “Personalization to surprise and delight” is one of the key characteristics CMOs look for in designing creative experiences.

This article is part of DENTSU CREATIVE’s 2023 Global CMO Report, ‘Creativity at a Crosswords’. Using data from a survey of 700 CMOs and senior marketers in the US, UK, Australia, Brazil, Canada, China, India, Italy, and Spain, the report has identified eight key themes which show that despite being an industry at a crossroads, it is one empowered by creativity and technology.

Our report helps you understand how your business, brand, and investment strategies compare with other CMOs. Are you in step with peers around the industry or carving your own path? Are there areas where you’re investing ahead of the industry or others where you may be lagging?

For full report, please visit DENTSU CREATIVE global website:

www.dentsucreative.com/news/CMO-report-2023-download

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DENTSU CREATIVE 2023 CMO Report: Creativity at a Crosswords

-ENDS-