Our final webinar of 2021 was a great way to end off this years series.
Our panel included Vineet Raheja, Head of Creative at ITV, Rod Sobral, Global Chief Creative Officer at OLIVER and Gemma Poesaste, Business Strategy Director at OLIVER.
With AI, the challenge is in how brands achieve the speed and automation they want, while also giving customers consistently positive experiences that engage with them. However, this is easier said than done.
Structuring teams so that AI can empower the creative process is key, especially nowadays with multi-channel approaches to marketing and vast swathes of data that pour in as a result. Specialists are needed to harness these insights and work alongside creatives.
Fundamentally, brands need to understand that human talent is the heart of a successful campaign. No matter how useful AI can be it cannot offer the winning elements that enable marketers to engage with customers on an emotional level.
Strike the balance and maintain your brand’s authenticity. Therefore, get the specialists who possess the knowledge to build and run these AI-supported teams is paramount.
You can read a full round up of the webinar HERE.