All language subtitles for AI- The Shift from Attention to Intimacy - Talks - THE WORK

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.