Missed Kantar’s AI Innovators Summit?
We’ve got you covered! Register now or revisit all four insightful webinars to discover what over 5,000 future-thinking attendees have learned: how the most successful marketers are leveraging AI for competitive advantage.
Key highlights of how brands are using AI in the marketing lifecycle:
- Tony Costella, Director, Global Consumer and Market Insights of The Heineken Company has been using AI to identify potential areas for innovation, crafting consumer-friendly language for concepts, and using avatars trained on consumer data to screen ideas. However, data quality, bias and privacy are key considerations.
- Nick Graham, entrepreneur and ex-Mondelez SVP, Global Head of Insights and Analytics added that human oversight remains vital, and AI-driven meta learning that connects insights across different data sets to improve strategic briefings and generate better briefs.
- The importance of asking the fundamental question “why” remains key in the age of AI according to Suprio Banerjee, Global Lead for Innovation at Unilever. Having the skill in problem solving will help marketers cut through the AI hype.
- Finally, Paul Longo, Microsoft’s GM for AI in Ads mentioned that AI enables fluid adjustments in targeting and budget allocation, and the potential to bring brand and performance capabilities together.
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