01:18So there's massive business impact off of a very specific use case.
01:22So super excited about that.
01:23Amazing.
01:24And I think of AI as solving the toughest problems that we have to solve.
01:30And he just talked about what his big problem was and why it's transformational.
01:34And there's so many different challenges and problems that we have.
01:37So one of the big ones for us, and there are a number of ways we're using AI.
01:42We have like 500 different use cases.
01:43But one of the biggest ones is the tension between global and local on a brand.
01:48We are 400 brands.
01:50We are in 190 markets.
01:51So we have so many different combinations.
01:54Today what matters, in my opinion, is local.
01:57That's where culture happens.
01:58But your brand needs to be consistent.
02:00So the old days you had people in the center policing all the local teams in their content to make sure it was consistent.
02:07Guess what we use today for that?
02:09AI.
02:10We've created something called brand DNA AI that we code what the brand looks like, feels like, tastes like.
02:17Not from what we say, but what we've shown.
02:21And images in terms of as we're evolving how we'd want it to show.
02:24And we code all that in.
02:25So now locally we can let them go.
02:29And let the brand be free.
02:31So we have a range of examples, but it's like give AI the tough issues you have to solve.
02:36And then the other one is like we have so much.
02:38We always used to say in marketing, you invest half of it.
02:42You invest so much, half of it you know works, and the other half you don't know works, right?
02:46We accepted that.
02:47You don't have to accept that anymore.
02:49Because now with AI you can understand what works.
02:52So I'm also beyond the consistency part excited about the optimization because we now know what works.
02:59We know what works in a channel.
03:01We know what works across channels.
03:03We know what content is working.
03:05So in real time we can optimize it to get the most out of our creative talent, but also out of the money we invest.
03:12And I would say for us, AI is doing two things, right?
03:16Yes, it's improving efficiency, which is huge, and productivity and helping us be consistent.
03:22And it's also improving the effectiveness of our work because customer expectations have changed.
03:28Customers now expect things to be more personalized.
03:31They expect it to be more customized.
03:32So when you think about the creative that you have to put in the world, you have a volume challenge and you also have a cut-through challenge, right?
03:40You have to deliver more and it has to be more effective.
03:43And so using AI to do that.
03:45And we eat our own dog food.
03:47So we have Autodesk Flow Studio, which is our AI VFX software.
03:52So we use that to create.
03:54Our creatives are using that to help empower them.
03:57But here's the thing that's different than other Gen AI tools.
04:00Other Gen AI tools are, you know, they're forcing you into predetermined outcomes.
04:05As a design and make company, we know our creatives, they don't want that.
04:09The creatives want to be in control.
04:11They don't want AI in control.
04:12They don't want to be forced into predetermined outcomes.
04:14They want to determine the control.
04:16So Autodesk Flow Studio, it's by artists, for artists.
04:19It was made by a VFX artist and a Hollywood artist, Ty Sheridan from Ready Player One.
04:24You know, and so this software helps.
04:27It's like, it's almost like you're riding a tandem bike.
04:29You're the one determining the direction.
04:31You're determining how fast you go.
04:32But AI is providing additional horsepower, whether it's in 3D animation or scene integration.
04:37So all of a sudden now you can produce more creative, but not just more creative, better creative.
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