CANNES – Artificial intelligence is shaping the way media and marketing professionals do their jobs, giving them tools to enhance the look and feel of advertising.
“It’s been incredibly transformative, especially over this last year,” Andrew Slater, vice president of enterprise sales at Celtra, said in this interview with Lisa Granatstein, editorial director of Beet.TV, at the Cannes Lions International Festival of Creativity.
“Thinking about it [AI] from our design and production capabilities, we have integrated in places such as background removal….and things like smart image cropping,” Slater said. “Moving into kind of predictive AI, we are starting to use that in a couple different places as well.”
Those predictive applications can be found at the beginning of the creative process, giving designers a better understanding of whether their work will perform well in campaigns. AI also can score ad creative as it’s being built in Celtra’s platform. The goal is to add more autonomous automation to these tools.
“It’s kind of unclear where things are going to go, but it’s fun to be at the forefront of this in the industry,” Slater said. “I’m really excited about predictive reliability, of how creatives are gonna perform in market before having to do any sort of post-mortem on a campaign.”
You’re watching “Global Leadership Summit: All Things AI,” a Beet.TV Leadership Series at Cannes Lions 2024 presented by Celtra, Microsoft Advertising and Silverpush. For more videos from this series, please visit this page.
