MONDELEZ'S WORK IN 2021 on the generative Al-powered Cadbury Celebrations campaign is one for the records. The ads "featured" Bollywood megastar Shah Rukh Khan asking passers-by to shop at 2,000 local stores during Diwali.
Using existing SRK footage and AI-generated scripts, the campaign fired off over 100,000 social media ads for local stores and 94 million video views for a mere fraction of its traditional festival advertising spend.
Since then, Mondelez has routinely enlisted the help of AI (artificial intelligence) to advertise its brands. Cadbury Celebrations' recent #My BirthdaySong campaign allowed consumers to customise birthday greetings with Gen AI. The Say it with Oreo campaign with Farhan Akhtar, using an AI-led solution to generate playful responses, was also rolled out.
If the advent of Al is worrying for some for copyrights, privacy and impact on jobs, it is exciting for a vast majority. That explains why the introduction of language models like OpenAI's ChatGPT, a year ago has turbocharged the adoption of AI as a productivity tool.
Take Wavemaker India. Besides #MyBirthday Song, the agency launched the 'Billion Films for A Billion Fans' campaign powered by generative AI for Royal Stag during the ICC men's World Cup in collaboration with FCB India, Dentsu and Artizens Events.
Shekhar Banerjee, chief client officer & office head (west, north & east), Wavemaker, says the area is fragmented, making it tough to have a steady set of tools and partners. Also, most tech partners have few use cases to go by and end up inflating the results. "That puts additional pressure on us to validate and often handhold the tech partners to get them advertising-ready. It is important to factor in a long incubation and testing period," he adds.
The tools commonly used by advertising agencies are ChatGPT4 for research and data analysis and code generation, and Midjourney is used for visualisation.
Denne historien er fra December 04, 2023-utgaven av Financial Express Mumbai.
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Denne historien er fra December 04, 2023-utgaven av Financial Express Mumbai.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
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This move is designed to ensure better user experience & privacy
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