FQ's Equality Lounge Kicks Off Cannes Lions 2023 with Myers-led Panel on Impact of AI (Video)

Against the breathtaking backdrop of the shimmering Mediterranean and clear blue skies Myers presided over the opening panel at the FQ39s Equality Lounge at the Cannes Lions International Festival of Creativity Joining Myersamp160 was Sophie Kelly Senior Vice President North America Whiskeys Portfolio for Diageo Avery Akkineni President of Vayner3 Solange Claudio President of FKA and Shirli Zelcer Global Head of Analytics and Technology for Merkle IncAcknowledging that AI will dominate most panels during Cannes the participants set a high bar for the others Myers kicked things off by addressing the top concerns that have surfaced from both technologists and the most prestigious AI founders warning that left unregulated and unchecked AI could be an extinctionlevel concern on par with global warming and nuclear proliferationClaudio pointed out that fear is a constant whenever a radical new technology is launched However Zelcer noted that machine learning is far from new What is new is the incredibly userfriendly face on the AI tools driving hyperadoption The result said Zelcer is that quotwherever consumer attention goes marketers are right behind making everyone care a hell of a lot about how it will impact marketing While there are great opportunities there are tremendous legal risksquotTurning to a concern about the data that drives AI the panel reiterated the need for human eyes and a wellthoughtout protocol to minimize bias quotThe challenge of bias has been around as long as we39ve been targeting consumersquot Claudio said quotIt actually becomes more important for us to be involved in how to think about how and what AI models learn What pieces make it more relevant How can we take out the bias and put a conscious mind to how we apply AIquotquotI don39t think regulation is going to keep up with thisquot added Zelcer quotWe39re going to try but it39s our responsibility as users of this AI to ensure that we are regulating ourselvesquotOne of the challenges for corporations that are testing the ability to replace core corporate competencies with AI is that well AI lies Often This is a wellknown issue referred to in the AI vernacular as quothallucinationquot of which there are many many examples Akkineni described how she recently queried a model on what the five biggest brand snafus were in 2023 The output included examples from future months August 2023 for example which quotclearly has not happened yetquot she said Putting AI in control or even in heavy influence of media plans or client marketing strategy without due diligence could be catastrophic certainly at this stageOne of the main benefits of generative AI is the sheer speed at which it can return results and content Claudio voiced optimism that AI can help tackle a universal frustration for agencies scope creep quotIt39s not uncommon for clients to ask us for more for lessquot she said quotAI is finally putting us in a position where we can achieve that The creative guidance remains but we can now scale that brilliance across the board in a way that can now meet the media plansquotIllustrating an example of how it all can come together Diageo39s Kelly relayed a recent campaign for Johnnie Walker Label Ghost which was a project done in conjunction with Akkineni39s Vayner3 quotWe worked with Avery and her team to release some of our rare collectibles partnering with creator Ivona Tauquot Kelly explained quotTau worked with AI to create fantastic art based on those collectibles We briefed her on where the distilleries were from and the actual liquid composition of the product She used AI to create artwork which we turned into NFTs that were sold alongside the product and released on BlockBar as an experience beyond the bottle As marketers if we lean in and work with the creators working with AI tech we can create unbelievable experiences at pace and talk to a completely new consumer basequotAkkineni sees the simplicity of AI as a true positive for new entrants to the industry or more senior staff that seek upskilling quotAI is not going to take away your jobquot she said quotA marketer who understands AI willquot She encouraged even those without artistic skills to try AI apps like MidJourney or Bing Create quotI think this is going to allow a whole new set of agency folks to lean into a new set of skills that may not be natural to themquot she addedZelcer said that a new category of employment to review for truth accuracy and bias in AI will be necessary adding jobsMyers ended the panel noting that unlike past technological innovations where the focus had been mainly on content distribution the AI revolution which has reinterpreted Moore39s Law and is moving quotat the speed of lightquot is all about the disruption of and opportunities for creators and their creationsTo view the entire conversation grab your glass of rosamp233 and click hereClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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FQ's Equality Lounge Kicks Off Cannes Lions 2023 with Myers-led Panel on Impact of AI (Video)

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Jeff Minsky

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