Artificial Intelligence will be the single most disruptive force the world has ever seen. It will change the way we work, the way we communicate, even the very nature of our existence. The world as we know it will be torn down and AI will build a new utopia from the ashes. Or . . . maybe it will do none of that! In reality, it’s way too early to predict the scope of AI’s impact on the world. But, one area we are starting to see AI have some mastery over is the world of advertising.
Welcome to ‘Brand New World,’ a podcast about this nascent moment in marketing and advertising as it all begins to take shape. Join ‘Fast Company’ senior staff editor Jeff Beer who takes a look at how creatives see their work evolving, how ad agencies are embracing this technology, and how big companies such as Google and Coca-Cola are leading the way in deploying AI to grow their brands. Jeff has been covering marketing and brands for the past two decades—during which he’s seen Burger King’s Subservient Chicken, Mac versus PC, Red Bull jump into the stratosphere, and a ‘Barbie’ movie—but never anything quite like this.
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Artificial Intelligence will be the single most disruptive force the world has ever seen. It will change the way we work, the way we communicate, even the very nature of our existence. The world as we know it will be torn down and AI will build a new utopia from the ashes. Or . . . maybe it will do none of that! In reality, it’s way too early to predict the scope of AI’s impact on the world. But, one area we are starting to see AI have some mastery over is the world of advertising.
Welcome to ‘Brand New World,’ a podcast about this nascent moment in marketing and advertising as it all begins to take shape. Join ‘Fast Company’ senior staff editor Jeff Beer who takes a look at how creatives see their work evolving, how ad agencies are embracing this technology, and how big companies such as Google and Coca-Cola are leading the way in deploying AI to grow their brands. Jeff has been covering marketing and brands for the past two decades—during which he’s seen Burger King’s Subservient Chicken, Mac versus PC, Red Bull jump into the stratosphere, and a ‘Barbie’ movie—but never anything quite like this.
To paraphrase a great philosopher, brand ideas are like small intestines – everybody has one. But could you build something with that idea in less than an hour? In this episode, we meet with David Jones,founder and CEO of The Brandtech Group, a $4 billion company which invested heavily in integrating AI into marketing and advertising services by acquiring leading companies like Pencil and Jellyfish. Jones says GenAI tools tailored to brands make that idea possible, so we challenge him and creative director James Dow to make it happen, right here, right now on the podcast.
While that’s happening, we also take a look inside a few of the large-scale tools being deployed by major ad agencies right now. Omnicom Advertising Group chief operating officer Deepthi Prakash gives us a peek under the hood of TBWA Worldwide’s CollectiveAI platform, which it has built working with companies like Microsoft, OpenAI, Google, Adobe, and more to create tools trained on decades of successful strategies, creative work and philosophies, then utilized to help inform and evaluate new work and ideas.
I won’t spoil the brand idea we have, but by the end, you may just have a new favorite toothpaste.
Brand New World
Artificial Intelligence will be the single most disruptive force the world has ever seen. It will change the way we work, the way we communicate, even the very nature of our existence. The world as we know it will be torn down and AI will build a new utopia from the ashes. Or . . . maybe it will do none of that! In reality, it’s way too early to predict the scope of AI’s impact on the world. But, one area we are starting to see AI have some mastery over is the world of advertising.
Welcome to ‘Brand New World,’ a podcast about this nascent moment in marketing and advertising as it all begins to take shape. Join ‘Fast Company’ senior staff editor Jeff Beer who takes a look at how creatives see their work evolving, how ad agencies are embracing this technology, and how big companies such as Google and Coca-Cola are leading the way in deploying AI to grow their brands. Jeff has been covering marketing and brands for the past two decades—during which he’s seen Burger King’s Subservient Chicken, Mac versus PC, Red Bull jump into the stratosphere, and a ‘Barbie’ movie—but never anything quite like this.
