Ogilvy Latam's Regional Experience Leader, Mauro Caggiano, gives us an overview of how the agency weaves together data-driven insight and AI to drive impactful work.
Does your agency encourage or deter the use of AI in your work? If applicable, how does your team integrate these tools into the creative process?
Yes, our agency highly encourages the use of AI in our work. We believe that AI can significantly enhance the effectiveness and efficiency of advertising campaigns.
Our teams are starting to integrate these tools into the creative process by leveraging AI algorithms and technologies to push creative boundaries; also, to gather valuable insights in the research process, optimize strategies development and automate repetitive tasks such as content adaptation, among others.
The integration of AI in the creative process allows us to identify patterns and trends in consumer behavior, personalize content and messaging, and deliver targeted advertisements to the right audience at the right time. We work closely with our creative teams to ensure that AI is used as a tool to augment their capabilities and generate data-driven insights that inform the development of compelling and impactful campaigns.
How does the accessibility of these tools affect the way it is used?
The accessibility of AI tools has revolutionized the way they are used in advertising. With the advancements in AI technologies, these tools have become more accessible, user-friendly, and cost-effective. In the case of Ogilvy, as part of WPP we have been strategic about partnerships that bring AI tools and ensure that the usage of AI will not conflict with copyrights or the protection of sensitive company data. Within these partnerships, the ones that stand out the most are NVIDIA and Adobe (FireFLy).
As AI advances, how is the role of the creative redefined? In what ways do you see the landscape of creation changing/shifting in response to AI?
As AI continues to advance, the role of creativity in advertising is being redefined as it excels in augmenting the creative process by, for example helping to identify emerging trends, analyze consumer sentiment, and offer data-driven recommendations that inform the creative process.
Creatives will increasingly focus on utilizing the insights provided by AI to craft compelling narratives, design engaging visuals, and create memorable brand experiences. The role of the creative will evolve to become more strategic, as they will need to understand and leverage the capabilities of AI to drive impactful advertising campaigns.
If AI furthers its capability to create and think, what is a responsible way to use these new technologies?
As AI continues to progress and potentially gains the capability to create and think, it is crucial to approach its use responsibly. Ethical considerations must be at the forefront of AI adoption in advertising. Some responsible ways to use these new technologies include:
a) Transparency: Clearly communicating to consumers when AI is being used in advertising, ensuring they understand the implications and benefits.
b) Data privacy: Safeguarding consumer data and ensuring compliance with relevant data protection regulations to maintain trust and respect privacy.
c) Human oversight: While AI can automate processes and generate insights, human oversight is essential to ensure ethical and responsible use. Humans should be involved in decision-making and review AI-generated content to avoid bias, misinformation, or unintended consequences.
d) Continuous learning: It is crucial to invest in ongoing education and training to keep up with the advancements in AI technology and its applications in advertising. This will enable professionals to make informed decisions and use AI effectively.
To do so we have established an AI Lab, where we test all the incoming Tools within an encrypted environment and run a safe usage check before moving it to the homologation process that follows.
By adopting these responsible practices, we can harness the potential of AI to improve advertising outcomes while maintaining ethical standards and respecting the values of consumers.