During the World Advertising Festival held in Cannes in June 2023, there was not a conversation that did not revolve around artificial intelligence. This infiltrates all components of the sector: campaign planning, creation, ever more targeted distribution. AI will make it possible to considerably refine advertising messages to the point of practically individualizing them. Creative methods will also change with an overdrive of sources of visual inspiration. The irruption of AI in the creative process opens up heated debates on the origin of images, respect for their integrity or copyright.
To talk about it, Control F invited Ivan Beczkowski, creative director of FullSix, the digital agency of the BETC group. He is a tech practitioner who has spent his time testing and exploring every corner of innovation for twenty years. Of the 1,200 people at BETC, FullSix employs 600, half of whom are engineers and data scientists. The agency is experimenting on behalf of the BETC group with the power of AI and data analysis – including to rationalize the food consumption of its canteen! With him we are going to discuss the profound changes that advertising will experience, from the industrial reorganization of communication groups to the strategy of advertisers panicked at the idea of missing the AI train.
Listen to this episode and subscribe to Control F on Apple Podcasts, Spotify, Castbox, Deezer, Google Podcast And Amazon Music.
The team: Frédéric Filloux (presentation), Jules Krot (editing and production), Xavier Yvon (editor-in-chief)
Music and design: Léonard Filloux
Logo: Jérémy Cambour/L’Express
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