Creative

By embracing AI-powered video creation, we can reimagine travel storytelling beyond traditional production, while upholding the premium standards and trust our clients expect from the bank.

“There was also a bit of apprehension as we've never done this, will it resonate with our consumers, will they enjoy it, because there's a lot of talk around at the moment around people saying customers hate it [AI],” MacGregor continues. “We used a platform called Ideally, and threw out a couple of different examples of our old creative work …

When I put them into AI, it just looks too fake, too perfect, and impersonal.

Not AI for the sake of saying we use AI, but where it can genuinely help us move faster , from customer insight and content creation to CRM, testing, reporting and decision-making

Using AI allowed us to reimagine how that story could be told, while cinema gave it the scale and impact it deserved,

Earlier, if I had ten use cases, I could perhaps budget for five or six. Today, I do not have to make that choice.

The collaborative, ongoing ideation process is the part of Springboards that “matters most” to L’Oréal, [..] said. The ability to develop more creative variation, particularly across different audiences, she added, is “an incredible tool.”

"The gap has narrowed because of tools like Gemini and Claude. A-class players now have to try harder, and B-class players have caught up.

"Last year, we were shooting our advertising in Spain. This year, everything has been done through AI. Pretty much 100% has been done through AI," [..] said.

So we thought, ‘How can we implement these ideas?’ as the production would cost us millions of dollars, so we built this in-house squad that started producing really, really cool stuff with AI.

translated from Japanese If a banner made by a designer is 100 points, I'd say these are at about 65 to 70 points.

デザイナーが作ったバナーを100点とするなら、65〜70点というところではないでしょうか

We let AI design our ads at [company] Meta rewarded us for it.

If personalization scales exponentially, what happens to the brand? ... Better metrics but a weaker brand!

Managing AI usage guidelines and training teams on ethical use has shown me that the biggest risk isn't the technology.

Using brand assets to train the platform so that it follows brand guidelines is something very important,

We’re looking at how we can develop a vast array of our [company] Eats bag shots that exist within our campaigns as well.

For an industry like mine, AI still has a lot more to offer me than it already has ... When you move to AI-generated imagery, you risk losing that human touch all over again.

We are starting to do whole campaigns where we use AI to generate imagery in the background or in the foreground, which can really enhance what we do creatively

Because Article 50 may belong to compliance. But the trust consequence belongs to the brand.

we need to be really transparent about using AI enhanced work.

translated from Japanese [company] is a company that is bold about advertising, so the hurdle may have been lower than at other companies. Still, senior management did point out the risks, so we went ahead while checking with our legal counsel.

[company]は広告に対して挑戦的な企業のため、他社よりハードルは低かったかもしれない。ただ、リスクの指摘は上層部からありましたので、顧問弁護士に確認しながら進めました

At [company], we have been using AI to help our creative teams adapt travel content across languages, markets, formats and channels. It has enabled us to increase our video adaptations ~10X for our Singapore campaigns.

mastered the balance between maintaining global consistency and hyper-local targeting through strategic partnerships.

What makes the role challenging isn't just localisation. It's deciding what should be standardised and what should be adapted.