WEBVTT

1
00:00:07.119 --> 00:00:09.579
The most promising is the technology we have in front of us.

2
00:00:09.819 --> 00:00:13.599
The opportunity is how do we measure it and hold campaigns and AI

3
00:00:13.659 --> 00:00:16.000
accountable for driving performance.

4
00:00:19.020 --> 00:00:22.899
CMOs are struggling to justify the investments in marketing

5
00:00:22.979 --> 00:00:26.739
to their CEOs and to the CFOs to connect the dots

6
00:00:26.799 --> 00:00:30.659
between the marketing investments and the business impact.

7
00:00:30.699 --> 00:00:31.519
It's very critical.

8
00:00:31.879 --> 00:00:35.759
This festival's all about creativity and the technology that actually powers the

9
00:00:35.799 --> 00:00:37.919
delivery of that creativity, which is pretty cool.

10
00:00:38.040 --> 00:00:41.899
I think more and more now we're seeing sales and heads of marketing in one

11
00:00:41.959 --> 00:00:45.879
room because what's happening is the marketing is actually totally connected.

12
00:00:48.459 --> 00:00:51.759
Regarding AI, last year felt like buzz.

13
00:00:51.979 --> 00:00:54.879
This year feels a lot more like AI in practice.

14
00:00:55.239 --> 00:00:58.599
AI really cannot automate or replace creativity.

15
00:00:59.139 --> 00:01:01.659
You still need the humanity behind the work.

16
00:01:01.719 --> 00:01:04.740
That's really the driving force for the industry.

17
00:01:07.580 --> 00:01:09.619
Premium is more important than ever.

18
00:01:09.839 --> 00:01:13.759
In a world with thousands of messages a day, how do you break through

19
00:01:13.799 --> 00:01:16.479
the noise? How do you break through the sea of sameness?

20
00:01:16.819 --> 00:01:20.539
And that's where those premium environments become all the more important.

21
00:01:20.599 --> 00:01:24.119
It's not just about operationalizing the generation

22
00:01:24.199 --> 00:01:28.139
and process around creative and activation, but

23
00:01:28.220 --> 00:01:31.739
how do you operationalize the evaluation of that success?