HIGHLIGHTS: September 2023
MOST INTERESTING EXAMPLES:
Dentsu Artificial Client - Fun AI experiment featuring three AI-powered client archetypes who will provide feedback on work you submit. As I mentioned when I initial shared on LI, I input the script to Apple's iconic "1984" spot (which some would argue is among the best TV commercials ever made), and laughed out loud as the Ruthless Critic tore it to shreds.
Ducati launching NFT collection - Some brands are pulling back on Web3 initiatives, and some reports suggest that NFTs have lost the vast majority of their value. But Ducati is forging ahead with a new collection of 11 digital collectable bikes that will - at some point in the future - unlock additional benefits for holders.
Snap / Princess Cruises / LA Rams - This stadium-scale AR experience features a virtual race though an oceanic obstacle course to be the first player to reach the cruise ship. Fans were also invited to text to win a cruise. Fun combo of live events and AR.
Verizon Launches iPhone15 with larger-than-life AR game - the telco celebrated Verizon Apple's latest iPhone with a cool AR game (featuring J Balvin) that enables players to potentially win a free device.
Vitamin Water + Fortnite - The Coca-Cola owned brand dives deep into the metaverse / gaming platform in a fashion showdown challenge. The experience was created in partnership with gaming company PWR, WPP’s bespoke Open X unit and agency VMLY&R.
BBDO writing better briefs with AI - Agencies big and small are wrestling with the implications and embracing the opportunities presented by generative AI. Most of the conversations we’ve been privy to seem to indicate that the technology can help in different ways throughout the entire campaign development lifecycle, but that it can be especially useful in strategy/planning/inspiration.
YT Places first significant ad buy on the Las Vegas Sphere - U2's residency at the venue started late last week, but YouTube started off the month of September by using the world's biggest LED screen to promote NFL Sunday Ticket.
MOST INTERSTING PLATFORM NEWS:
Getty launches GenAI Platform - Ethically sourced training data, IP and copyright concerns are perhaps amongst the most common challenges for brands and agencies when it comes to leveraging the full power of Generative AI. Systems from Microsoft, Adobe, and others offer to indemnify users against potential future claims, and now Getty has stepped up to the plate as well, though the copyright issue still remains a bit fuzzy.
YouTub introduces GenAI tools for creators - YouTube aims to further democratize video production by equipping creators with GenAI tools for video creation, background creation, and more. The feature will be in beta with select creators and is planned to roll out in full next year.
MOST INTERESTING DATA:
GenAI can boost knowledge worker performance by 40% - Harvard-led study that provides a peak into the potential performance gains for enterprises
Are consumers and marketers aligned on emerging tech like AI and NFT? - A new study from Morning Consult and Advertiser Perceptions (commission by iHeartMedia) suggests that there may be some disconnects. There may well be some differences of opinion here but one wonders if part of it is simply jargon. Does a consumer want personalized, relevant communications and value exchange from brands they trust? Probably. Do they care whether or not those things are powered by emerging tech like AI and NFTs? As long as they’re not creepy or invading privacy, probably not.
Pew Research: most Americans haven't used ChatGPT - and few believe it will have a major impact on their job. Interesting study highlights the widely varied adoption and opinions of ChatGPT across age groups, education levels and industries…
