The billboards along the Croisette boasted of an impressive presence of technology companies. And the stages among a cluster of white tents on the beach were awash with chatter on technology.
The debate was: Is technology killing creativity in advertising and marketing or strengthening it?
This question has shaken the industry to the core. Cannes Lions has a 70-year-old history of being the creative industry's annual celebration of excellence. Gathered at the French Riviera, advertising and marketing agencies along with their client companies obsessed about the impact of technology on creativity.
Technology has helped bring ideas to life in smart, efficient and vivid ways. Billboards with lifelike, moving 3D images are becoming popular in many markets. Design software has allowed creators to amplify human creativity with efficiency. Software tools have allowed customised campaigns with local models, languages and contexts. However, the rising use of generative artificial intelligence (GenAI) is driving some agencies to replace creators with AI bots.
この記事は Business Standard の June 24, 2024 版に掲載されています。
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この記事は Business Standard の June 24, 2024 版に掲載されています。
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