CANNES — Mastercard’s marketers have long favored an experiential approach to branding.
Now they are adding artificial intelligence into the mix.
In this video interview with Beet.TV editorial director Lisa Granatstein, Cheryl Guerin, EVP of Global Brand Strategy & Innovation at Mastercard, explains the company’s new innovations.
Adding AI for Creativity
Guerin emphasizes the importance of using AI as an enabler rather than a replacement for human artistry.
For instance, Mastercard’s Artist Accelerator program provides a generative AI music studio to artists and creators, not to replace their creativity but to inspire and support their music creation process.
Guerin expresses excitement about the potential of AI to boost productivity and creativity within Mastercard’s marketing organization. The company has launched several use cases, including a sonic branding studio powered by AI.
Its studio allows users to upload videos and receive recommendations for appropriate audio tracks or even generate new sounds based on Mastercard’s existing melodies, ensuring consistency and efficiency in their marketing efforts.
Empowering Small Businesses with AI Mentorship
Beyond internal applications, Mastercard is also leveraging AI to support small businesses.
The company is developing a conversational chatbot that will provide mentorship and advice to individuals looking to start or grow their businesses.
By making mentorship more accessible through AI, Mastercard aims to empower entrepreneurs and contribute to their success.
Complementing Entertainment with Branded Content
Mastercard focuses on creating experiences that complement rather than disrupt the entertainment consumers are enjoying.
Guerin cites a recent example from the Grammys, where instead of a traditional 30-second spot, Mastercard collaborated with SZA to release her Saturn video for the first time, weaving in a sustainability message about reforestation.
This branded content piece seamlessly integrated with the Grammys’ programming, adding value to the viewer experience.
