[Marketing Week] Bob Koigi: Balancing innovation and risk: Brands’ cautious adoption of generative AI

As artificial intelligence continues to disrupt sectors and redefine ways of doing businesses, concerns are emerging about the extent to which it is influencing interactions, engagements and the risks associated with its use.

In the ad and marketing space for example, nearly two-thirds of brand owners are already using generative AI in their marketing strategies. However, Eighty percent of multinational brand owners have expressed concerns about how creative and media agency partners are using it on their behalf with legal, ethical and reputation risks cited as major roadblocks to more widespread adoption.

Marketers also admitted to a lack of capabilities in this area and a general lack of AI maturity. This is according to the latest report released by the World Federation of Advertisers.

Another research by Accenture shows that only 2% of companies have fully operationalized responsible AI across their organizations. As these concerns evolve, companies are looking at effective ways of using AI responsibly trust and confidence throughout their enterprise.

This week's campaigns that we have been monitoring include that of Palmolive, created in partnership with VML that is shining a spotlight on the natural, revitalising power of their products. Launching across Australia and Aotearoa New Zealand, “Paahhlmolive” taps into the sensorial joy in nature and the sense of revitalisation that comes from using Palmolive Naturals, made from 95% natural origin ingredients.

Earlier this year, Burger King launched ‘Foodfillment’, a new brand platform that positioned them as the place to go to for the ultimate feeling of total food satisfaction. A feeling that beats any other feeling, ever. Now, they’re bringing this platform to life with a new campaign, ‘Bundles of Joy’, featuring real images of mums who have just given birth.

L'Oreal Paris has signed Bollywood actress, Alia Bhatt, as their newest global brand ambassador, launching the latest “I’m Worth It” campaign this month. The campaign film, produced by McCann India, will run globally across television, social and digital platforms.

And, Samsung has launched its new campaign by creating a new episode of “El Chavo del Ocho”, one of the most iconic TV series in Latin America.

This week Marketing report had a chat with Ryan Liedeman, the Freelance Creative Director at Xfacta on his role at the company and his views on the creative industry and the trends shaping it.

In news about agencies and accounts they have secured, BEAR & TREK, two brands in the Lotus Bakeries’ Lotus Natural Foods portfolio, have appointed The Or as their new creative agency following a competitive pitch process. The Or will be working on developing two new brand campaigns for both BEAR & TREK.

LIXIL, maker of pioneering water and housing products, has named Hanson Dodge (HD) its new integrated strategic media agency partner in the Americas. Under the new alignment, HD will be responsible for strategically integrating all media activities to support LIXIL Americas’ key consumer brands: American Standard, GROHE and American Standard Home Services.

In appointments, Weber Shandwick has announced the promotion of Jean Paoli to executive creative director, Europe, effective immediately. He has worked on award-winning campaigns for brands such as Iberdrola, Dacia and Purina.

Interpublic Group has announced the appointment of Alex Hesz as the company's Chief Strategy Officer. Hesz will collaborate closely with Interpublic’s leadership team on the company's strategic priorities, including the company’s go-to-market positioning and its integrated work with global clients.

The Omnicom-owned creative boutique 180 Global, with offices in Los Angeles, New York, and Amsterdam, has announced that Sander Volten will resign as CEO at the end of 2024. After eight years at the helm of the agency, Volten plans to pursue new opportunities outside the advertising sector.

In other news we are following this week, Publicis Groupe has announced the acquisition of Mars United Commerce, the world’s largest independent commerce marketing company.

With over 1,000 employees based in 14 hubs worldwide, Mars helps marketeers make their products consumers’ top choice in online and offline shopper ecosystems.

51 percent of creators have already commenced holiday content. This is according to a recent report by Industry pioneer in intelligent app linking, URLgenius, and impact.com, the world’s partnership management platform. Their report unveils key insights from their latest Commerce Creator Lightning Survey.

Bob Koigi is an editor at Marketing Report One

www.marketingreport.one

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