Original subtitles

Please welcome to the stage.

The CEO of amier at rga, Rebecca bazina, and the chief creative officer at rga.

Nick pringle.

Thank you.

Hello.

Pleasure to be here.

And the weather has held up, which is great for everyone.

Hope.

Ever once had a good day?

We're from rga.

We are a creative innovation company.

We work with global brands, a lot of the big four tech companies, Nike Google.

And we're really excited to chat to you.

I'm Rebecca.

I'm the CEO in a mea.

And I'm Nick.

Actually, pray, not sir.

Ij inamir expects that it's great to be here for a short time.

It's only bringing the rain all the way from London.

Turns out we're actually ok.

So I want to spend the next twenty or so minutes talking about

groundbuilding in the Era of AI.

So what does it mean to build brands in the Era of AI?

And when we think about brand building, generally, over the many, many years

we've been doing it for a longest time, it's been an attention game.

So we put great advertising out into the world.

It's a mass message.

We get, like swallowers fans.

We put our message out there in a very broadcast type of way.

Sometime around about let's say, fifteen years ago, we moved into the

personalization Era.

We went dot com, we got Apps.

Suddenly the way that we could build our brand became in this new

personalized way.

So we would track people, we would target people.

We would cookie the hell out of you

adverts, which follow you around the internet

with this kind of personalization area.

When you think about it, actually was sort of deeply impersonal.

I always think of it as the dead hand of marketing, following around, trying

to sell you something.

We've all tried to rally against that.

Right?

Cookies are going, we will have ad blockers.

We go onto streaming services.

We don't go to

regular linear TV so much.

But that Era, our contention, is

is starting to come to an end.

And we're going to move into this period of building brand

through intimacy.

So from attention to personalization

to intimacy.

And it is generative AI that allows us to build brands in this more intimate

human way and to live that humanity at scale.

So let's go back a little bit.

Let's go back 48 months and see what's happened.

There's been this race to commercialize

AI technologies.

All of the big five tech players, and some new ones

have come into the market, rapidly evolving the technology.

So

202248

months ago, chat gtp goes live.

We're all wow by its text to text capabilities.

Mid journey appears, suddenly we have text to image.

Our social feeds are filling up with incredible

visions and images that everyone could suddenly create and put that out into

the world.

Somewhere in 2023,

we have this huge epic year.

Microsoft invests 100 million dollars into open end AI, on top of what we've

already spent.

Chat gtp four goes live.

Suddenly AI is ripping the current internet, incredible data set in order

to work its magic.

Amazon firefly indemnifize

product, which is very important because it means brands suddenly are

able to use generative AI images in their workflow, in their content.

Mid journey puts out a new update.

That's even more incredible.

Metajor raised with Lama, too.

And then j s, which is the first Arabic, large language model, comes to market.

All in twelve months.

Extraordinary tech innovation.

And here we are

in 2024,

only a couple of months in, and there've been a few huge events.

So Jim and I has come to market, which was barred from Google.

Incredible, what jem and I can do.

And openai launches sorrow, which is their text of video proposition, which

is completely mind blowing.

And we'll have a look at that in a second.

But so,

what

the tech companies are iterating, their technology, it's incredible.

Why does this really matter to us?

People who are so

concerned about

consumers and what their needs are?

And the reality is that

it's all about the adoption of this technology by people.

So if we think about some of the platforms that live in our lives now

that are so central to our lives that we don't even think about spotfire.

Instagram, many, many others

Spotify, 150

days to get to a million users.

Instagram, 75 days to get to a million users.

Chat gtp, five days,

five days.

Sketch of million uses.

As of this week, 100 million weekly users

on chat gtb.

That is a huge adoption

from people like, maybe, like we've never seen before

it's in people's lives.

And so here we are.

Life is becoming

AI assisted,

slowly, instead, our lives, because it's become even more AI assisted.

So

talking about creation first, and our ability to create beautiful things.

We did this before we came here today.

This

text prompt,

a beautiful, generative world of Dubai harbor

in the year to that 200,

in the style of Star Wars.

Rogue one, hyperfuturistic

cities in the distance, Ar 169,

and this is what we get.

It's unbelievable.

I don't have the skill level to create this, but I can simply tap in a few

prompts, and I can create this incredible artistic imagery.

But what about this?

We're talking about sorrow and sorrow's ability to go from text to video.

Here's a prompt,

a movie trailer featuring the adventures of a thirty year old

spaceman wearing a red wool knitted motcycle helmet

blue sky salt.

Salt there's a classic cinema style shot on 35 billion

film vivid colors.

I think it agrees nothing short of extraordinary.

And it just comes from a few text props.

Hollywood is terrified.

Production companies are shaking in the needs.

Unsurprisingly, people have hard to read till their business.

Because what is possible here, and what would be increasingly possible.

But what I want you think about is this is people prompting to get outcomes.

These are creative outcomes but think about productivity outcomes that you

can prompt.

So

if you're a kid at the age of sixteen doing your exams right now, you're prompting

gpt to do your college essays.

You can get it to tell you how to train for the marathon, injury free.

You can outline your Dubai link's talk,

which we didn't do, Patri should have done.

But there's so much more.

Book my holiday with my friends, write my LinkedIn post, build my website, no

code, build my website for my new start up.

And it goes on and it goes on and it goes on.

And this prompting sensibility

is slowly going to become in every single part of our lives.

And indeed it will go into the platforms that we use every single day.

So again, why is that important?

Well, it's about customer expectation.

And in our business we've always been about understanding new, customer expectation.

And the changing expectation

is that digital experiences will deliver extraordinary

outcome was, for me,

personal outcomes.

For me.

This is a big change.

This is what we would regard

as experience

3 point o.

Now, I don't know if you've heard this term before, but I think it's going to

become very important and become very salient.

3 point o.

So to understand experience 3 point iOS, worth spending a week thinking

about what are the other areas of experience that we've gone through?

So 1 point o, cast your mind back the days when you would wander into a shop,

talked to a shop assistant, have a human interaction, talk about the

clothes, what size have you got?

What you had was this great moment of humanity.

Obviously what you had was very little access.

You only had access to what was in the shop.

You had very little control, because the storekeeper was the controlling

entity of that

experience.

And that went on for obscure,

hundreds of years.

Internet came along, digitization,

and we have experience 2 point o.

Suddenly our store experience goes online.

What we get is an incredible amount of control,

because we can command the machine to do what we want it to do.

We get incredible access,

because all the product is available to us, can be sourced from wherever and

deliver to us.

But we have very, very little humanity.

And if anyone has been building digital experiences for the last

fifteen or so years, and we have

that humanity has been something we've been trying to put into these

experiences with, I would say, varying degrees of success,

where we get to 3 point o, which is very exciting.

As you maintain the control, you maintain the access.

And what we're able to bring back is the humanity.

Through generative AI,

you can have a human like interaction,

conversational,

predictive

thinking centiard

that allows you to grow a relationship within that digital moment.

And that is net new, and that is very exciting.

So let's think about

what that might mean for a brown like Nike.

Hey, Nick what's up.

Hey, twist

on the plane over here.

I watched

the last dance.

I really want to get hold of a pair of dunks.

All right?

Got it?

The red and black Jordan threes from episode four?

No, no, no.

What I want if the white and red ones,

the Og jordans from the first episode?

Yes, that's right.

That's what's.

I want you.

Gunham,

I've dropped your size into the bag.

You're staying at the Atlantis of the palm, and do by?

Yes.

Of course.

Should I ship them to you there or back home?

And you know what?

I'm going to take a flight back quite soon, so i'll get sent to my home in partnepiece.

All right.

Done.

By the way, I noticed you haven't watched air yet.

Now I haven't, but I will try to check it out on the flight back.

Six of your favorite sneakers feature in the film and are being re released.

Want me to reserve anything?

Yes.

But right now, in the middle of a talk, you do by.

So can we come back to that?

Let's get on with it.

Swoosh, over and out.

Ok.

Thank you.

Swoosh.

So what you see is a completely different experience you're having

with your

digital brand, one that feels human it's learning, it's knowing.

The humanity has come back to the experience.

It is completely different to where we've been.

So I think it's a very, very exciting future.

Now, let me part the beck and tell you a little bit how that Microsoft come together.

Thanks.

Nick.

All right,

now we go, how to Embrace that change that we just talked to you through?

I think first of all, we should step back.

If we think about AI.

It has really been quite relevant over decades for marketers and then figuring

out how to integrate it into their business.

A lot of that referred to today as machine learning

and taking the form of driving segmentation

targeting or product offers.

But fast forward to what we've talked about today, and showing you a glimpse

of when we think about generative AI.

It is really taking a topsy of the table and for marketers to think about

how they integrate this into their operations.

It truly significs a revolutionary force.

I think we will look back in years to come, at this moment of what we're

seeing happening with generative AI.

And it kind of likened it to when the internet came online.

Truly it is disruptive and going to be changing industries.

And more importantly, for the people here today, I think you're working with

marketers, or you work at a brand,

it is going to allow you to deliver on things that before you simply haven't

been able to,

the scale, the precision

and the human touch, all done by machine.

So it is truly an exciting time.

We talked about this idea of going from attention to personalization to

intimacy.

And we've really been on this journey as marketers.

When you think about attention forever in a day, it's been about pulling out a

mass message to audience.

What we want to tell an audience to think about our brand.

Or our product,

and that's worked for a long time.

Then it was the race around personalization,

right message, right channel at the right time.

And to some extent, I think there's been a good effort in

achieving that.

However, even when achieving that

to get down to really micro personalization has often come at a cost,

or the effort, not worth to squeeze in terms of the upside because of the prohibitive

side of the technology or implementation.

And so we end up with personalization

still in clusters.

Could be demographics, could be by location, or

products we think you may like.

But when we talk about intimacy, when we look at the example that Nick just

showed us for Nike, it is truly one to one.

You are having a one to one personal

conversation.

You are getting to know the brand, and the brand is equally having to respond.

So it's really, really powerful.

So there's this

shift?

It's this shift from what you think I need where, again, forever in a day,

it's been about trying to guess what's the nest back's product, or what's the

nest bext offer that we're trying to put in front of people, to a complete flip.

And that flip is really about putting the control in the hands of the

consumer, and it's about what I want.

So let's go from what you think I need to what I want.

So on my terms, I want the brand on demand.

I want to be able to prompt it, to be able to give me answers, or give me

selection of product, or provide me a service on my terms.

And brands are going to need to be able to respond to that.

So

there is truly a competitive advantage in the market to be gained.

If we talk about this region, a recent pwc

report

showed that 81 percent of businesses have sided that there is a readiness

to implement generative in their business.

53 percent are aggressively implementing it into their business.

And we truly believe

that those that will do it will gain a competitive advantage.

We know, if you look at average starts around, if you're delivering personalization,

that there is a direct return, an upside, in terms of the wallet.

The last thing is consumers.

If you think about the generation of consumers that we're serving coming up,

who are our customers,

they expect this.

They are being able to generate images, even videos.

In fact, in seconds like we just saw.

Why shouldn't the experience that I have

as a consumer in my personal life, be able to transfer

into what I expect from a brand.

So there's just a customer expectation.

So if we all believe, and we truly believe, that there's a competitive

advantage to be had here.

The other thing then is let's assume that the technology is going to get

better.

Nick walked us through in 48 months what's happened, which is truly

remarkable.

And I truly believe that the technology will continue to enhance and get

better, and that it will be implemented into many, many businesses.

So

where does that leave us?

It means that the importance of the brand

is something where we really can influence how you have a

distinctiveness in the market.

So let's talk about that a little bit more.

So we posed this question,

is your brand

defined enough to be promptable?

I read again.

Is your brand defined enough to be promptable?

If you were to ingest all your brand's data, everything about it, into

machine, when it spits it out the other end,

what would it feel like?

What would it sound like?

What would the experience be like?

This is the conversation where I think if we can nail the brand and have that distinctiveness,

we will be able to stand out in the market.

So

in a sea of same, if we make an assumption that people will all use the

technology, and to an extent, there will be a certain level of commoditization,

like there is with many products and services today.

But the thing that stands out, the thing that you get your affinity, is

the brand.

So how do you deliver that and translate that into experiences?

The good news, probably, for many people here,

the traditional things that we've obsessed about as marketers are still true.

Brand positioning, voice signifiers,

behaviors, sonic.

All of these things become incredibly important,

incredibly important to be laser sharp on, so that when you do ingest your

data and when you do train the machine, you're able to stand out.

So let's have a look at one other example that I love.

I'm sure you're all familiar with this brand.

We probably could put the colors up and write Backs, and we'd know it's.

it's so iconic.

I think it's really interesting to take a slice of Google

and look at what they're starting to do beyond the logo.

You can see here a number of explorations.

And if you think about this, you can think about maybe how some of these

signifiers will start to show up in an experience,

and one that then makes sure that it is truly identifiable

and distinguished in market.

So

we move from this idea of a brand book

to a brand operating system.

So let's just talk about that a little more.

When we think about a brand book,

we forever and a day, have obsessed over creating brand guidelines, or

books, however they may appear.

And these things are really, I think, going to shift from becoming these

static things to a much more living and breathing organism.

If you think about even our jobs, some jobs have been purely to police the

brand.

So I challenge, instead of policing the brand, you'll be training the brand.

On top of that.

If you think about personalization and how we've driven content, we've often

had to create content and pre approve.

It

will be in a world where

content will be created, but the machine will help, and approval will

happen on the fly.

So how do you think about this thing being a living and breathing organism

for your brand?

So to bring this all together,

if we think about consumers, and we think about those consumers

interfacing with your brand in a different way,

there are some building blocks which are credibly important.

The first building block is the brand os.

And at the very bottom it's the things we've talked about, the voice, the

text, image, behavior, sonic.

How are these things absolutely

distinguished to your brand?

And then obviously all of the kind of other factors that make up your

business, content, product services, etc.

The other layer then is to think about signals, first party, third party data,

explicit or implicit, cultural or contextual.

And I think the magic, so to speak, is when all of that comes together to form

your brand.

AI.

So you've got all of these building blocks and these

parts of the ecosystem

building your brand.

AI.

That then is what serves the consumer at the cold face.

And if done well, and really you've got distinguished elements, it should do

that in a way that makes your brand stand out.

So if I interfaced with Ada or pumor, i'll have a better experience with

Nike, because they maybe have a better defined brand, and they will have more

experiences that they've put together, and they've got a distinguished way of

how to do it and come to the market.

So to bring everything together, we started this talk today, and we talked

about this provocation of moving away from attention and to really driving

intimacy for a brand.

And when we think about that, the first thing is an acknowledgment, that 3

point o experiences and the way that you can deliver in the interface is shifting.

The second thing is promptable brands.

How are you training your brand?

How is your brand not static, but living and breathing organism?

And then customer expectations.

Everything we do is always in service of the customer expectations.

So understanding those expectations is incredibly important, to make sure that

you're developing

experiences

that stand out.

So all in all, we really truly believe that we can move away from building

brands in a mass way, to a more intimate one to one way.

And hopefully we've shown you a little bit about that.

Today

that's all Nick and I have.

And thank you for listening.