Big advertisers experiment with AI to cut costs

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Some of the world’s biggest advertisers are experimenting with using generative artificial intelligence (AI) software to cut costs and increase productivity.

WPP, the world’s largest advertising agency, is working with consumer goods companies like Nestle and Mondelez to use generative AI in advertising campaigns. In one instance, WPP used OpenAI’s generator system DALL-E 2 to create an ad for Nestle’s La Laitière yogurt brand that cost the company nothing to make.

In India, WPP employed AI in a Cadbury campaign featuring Shah Rukh Khan, resulting in a multitude of personalized ads for local stores. WPP is also training young AI apprentices and partnering with Oxford University to offer AI-focused courses.

Also, Rijksmuseum used DALL-E 2 to expand Johannes Vermeer’s artwork digitally, reaping considerable media value. Unilever also joins the AI exploration, employing AI for written and visual content.

Nestle’s Chief Marketing Officer, Aude Gandon, emphasizes the creative potential of AI-driven responses that align with brand strategies.

The sources for this piece include an article in Reuters.

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