00:00So craft is a big question when we talk about AI and obviously we are all aware
00:14about the production part using AI and to ensure that we preserve the craft
00:19there's something super important it's today creative person, creative people
00:23who come up with concept they are pretty aware about how to produce a movie or a
00:28film or even like a print ad they know about camera they know about CGI and
00:33and 3d for instance but they are not fully aware of the AI capabilities so
00:39super important thing to do is to involve AI at the very beginning of the
00:43conversation with the creative people so they understand entirely the
00:47capabilities of AI and then we are not coming at the end with AI as a solution
00:53to produce it's AI for production and creativity that will enhance the way we
00:58preserve obviously the ideas and the craft when we involve AI earlier in the
01:04conversation AI today's is is really really transforming the production we
01:11know we know that and what's very complicated and also interesting with AI
01:16it's evolving so fast and we are still trying to find when AI is going to take
01:21over the traditional method we don't want to go there but inevitably it's going to go
01:26there and the the quality of the AI tool that exists today is really
01:32challenging a traditional method so for that I think we're going to see a shift
01:38that's going to happen I think in the next year next two years where we really
01:41going to consider it that AI is really like matching the quality and the control and
01:47the craft of what we can do with traditional method and for the personalization is already
01:51happening we already see a lot of content produced using AI and it's very powerful because
01:58now what you can do with one single image you can produce a ton of different assets so for
02:03brands that want to showcase their product okay sometimes they're gonna have maybe three or
02:07four pictures and then that's it but now with those three or four pictures they can do like so
02:12many variations they can target specific market depending on what they want to say using their
02:17products and also for personalization with videos I think it's not matching the quality of the image
02:23right now but I think in the next year we're going to be able to do so much more using AI for
02:28personalization contents
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