The industry heard about the use of AI during the week. But what does the general public think about it? Thanks to BETC Paris which has released the results of its PROSUMER study at the Havas Café today, we have a better view. (The study has been conducted on 32 markets with more than 14.000 people.
The general public is increasingly aware of artificial intelligence (AI), with 85% claiming to have already used it. This raises the question: is there a fear of being left behind by rapid technological advancements? A significant 92% of people are impressed by the technical possibilities AI presents, and 72% believe it will be a game-changer for society.
One of the key expectations is that AI will play a crucial role in combating climate change, with 64% holding this view. However, there are skeptics, even among those who have adopted AI, who harbor concerns. It's important to note the stark contrast between Asia, where AI has been more readily embraced and is less feared in daily life, and the more skeptical attitudes found in Europe and the USA.
Cultural myths have undoubtedly fueled these fears — think of the dystopian visions presented in films like "Minority Report." AI is seen as a societal transformer, with a common sentiment being, "It will destroy jobs, but not mine."
Already accepted as a means to enhance productivity, boost creativity, and materialize ideas, AI is, to some extent, viewed as a liberator from mundane work. Yet, the concept of an 'augmented human' is not widely anticipated at this stage.
AI is poised to usher in a new era of societal perfection, particularly in education — provided that both teachers and students are adequately trained — in healthcare for assisted diagnosis, and in security. Instead of veering towards the predictive crime analysis depicted in the aforementioned film, AI could help in assessing crime probabilities.
Thus, AI represents a way to mitigate risks and threats, but not without cost and compromise. The risk of AI being monopolized by private corporations is a concern. There's also the potential for AI to foster an unequal society, whether through unemployment or by perpetuating societal bias.
The study concludes that generative AI will enhance user experience, but brands must maintain a human, assisted approach. Intellectual property rights and combating biases remain ongoing challenges.
ACT Responsible, the international non-profit organization who promotes the vital role and the responsibility of the advertising industry towards social and environmental awareness, closes its week with the ACT TRIBUTES awarding on one side, the favorite campaigns of the public and and the other side, the leaders having had an impact for good.
This year, Phil Thomas, Chairman of Ascential (the organizer of the Cannes Lions), Yvon Chouinard, Founder of Patagonia, Ibtissame 'Betty' Lachgar from the Mali Movement which promotes human rights and Natalia Vega Founder of NewZeroWorld have been declared Champions of Good.
Grand Prix awards have been given inside the Palais des Festivals:
The first Luxury & Lifestyle Grand Prix in the history goes to LOEWE for its collaboration with the ceramic studio Suna Fujita creating a collection which supports Save the Children's Education in Emergencies program, ensuring safe learning for children in crisis.
Brand Experience & Activation Grand Prix goes to ‘The First Edible Mascot’ for Pop-Tarts by Weber Shandwick
Creative Business Transformation Grand Prix goes to ‘Refurb’ for Phillips by LePub, Amsterdam
Creative Commerce Grand Prix goes to ‘Renault - Cars To Work’ for Renault by Publicis Conseil, Paris
Creative Effectiveness Grand Prix goes to ‘It Has To Be Heinz’ for Heinz Ketchup by Rethink, Toronto
Creative Strategy Grand Prix goes to ‘A Piece of Me’ for KPN by Dentsu Creative, Amsterdam
Innovation Grand Prix goes to to ‘Voice 2 Diabetes’ for KVI Brave Fund INC by Klick Health, Toronto
The Regional Networks of the years have also been announced:
- Regional Network of the Year - Asia: Ogilvy
- Regional Network of the Year - Europe: Publicis Worldwide
- Regional Network of the Year - MENA: BBDO Worldwide
- Regional Network of the Year - Latin America: DDB Worldwide
- Regional Network of the Year - North America: FCB
- Regional Network of the Year - Pacific: BBDO Worldwide
- Regional Network of the Year - Sub-Saharan Africa: TBWA Worldwide
