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How AI is Shaping the Future of Storytelling and Creative Work
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TechnologieTranscription
00:02Good afternoon everyone. It's great to be here to talk a little bit about a topic that's pretty prevalent in
00:09this conference,
00:10which is how AI is going to transform the future of storytelling and marketing at large.
00:18I think we are at a unique moment right now where AI is causing a massive societal shift.
00:24All the way from its profound impact on every aspect of personal productivity and creativity, to how enterprises work, to
00:32societies at large.
00:34And while we certainly have technology shifts before that have been like PC or web or smartphone shift,
00:42this one is particularly a very unique and profound shift for three reasons.
00:46First, for the first time, after many decades of us adapting to computers and speaking in their language,
00:53machines are starting to learn our language, our culture, our context.
00:58And so the notion of storytelling is going to completely flip on its head when machines start understanding nuances of
01:05our culture, our language,
01:07how we engage with customers and market to them.
01:10Second, the scale of investment that's happening from hyperscalers and platform providers to foundation models,
01:17the rate of change that we are going to experience in our personal and professional lives
01:21is unlike anything we have seen over the last few decades.
01:26And then last but not the least is the notion of democratization.
01:30We have all used productivity tools in our professional lives,
01:33but the notion of using tools that are rich in multimodality, images, videos, soon 3D,
01:40that has been out of reach for most of us, that has been the purview of professionals.
01:44And I think with AI tools, it's going to completely change the level of access we all have to these
01:50tools.
01:51And so what that's going to do, when you think about bringing that into the enterprise,
01:57literally every single function inside the company, from sales, support, legal, finance, marketing,
02:03is going to completely change once these tools actually come in,
02:08and the cost of content creation and personalization dramatically drops down.
02:13If you look at the last few decades, enterprise workflows and systems that we all use
02:18have been dominated by investments in cloud, data, analytics, insights.
02:24But with AI, you're going to see the focus shift very squarely to content creation and storytelling
02:31becoming a big part of every single role and every single knowledge worker's job.
02:36And this change where you go from just using machines as automation tools,
02:40to actually telling your narrative, whether it's to your customers or to your employees,
02:45it's going to completely change not just what we each one of us does in our daily jobs,
02:49but actually how meaningfully we can engage with our customers.
02:55And at the heart of this transformation is actually the notion of future of marketing,
03:00marketing that will get completely rewired on four core pillars.
03:06First, how you do ideation as marketers or as brand managers, how you tell your stories,
03:12or how as designers and creators, how you do upstream ideation is completely about to change
03:19once these tools make it easy to create a vast variety of ideation.
03:23Second, the notion of personalization at scale. That's been a holy grail for a long time.
03:29It's finally about to become real with the advent of these AI tools.
03:35Once you have personalization, the third one is notion of choreographed journeys or orchestration.
03:41And lastly, a notion of adaptive content loops that I'll talk about.
03:44So let's dig into each of these a little bit.
03:49When you think about ideation today, the notion of doing ideation for storytelling
03:54in most of professional environments is extremely siloed and extremely costly affair.
04:01Some marketers or product category owners will do a limited notion of storyboarding and ideation.
04:07Then there are silos where they'll hand it to designers.
04:09Then they will eventually create one or two sets of creatives.
04:13And then you are fundamentally limited in how rich you can actually be in exploring
04:19vast variety of ideation profiles for different audience segments of customers you have,
04:24different geographies, different markets you serve.
04:27And what Gen.AI is about to do is for the first time, bring the cost of trying out new
04:34ideas
04:34and creative storyboards and creative briefs to such a low level that the notion of trying
04:41not just tens or hundreds but hundreds of thousands of ideation briefs using the power of these AI assistants
04:48where you can actually try out for every single audience segment you have, or every product category
04:54you have, or every market you serve, you can try out different ideas and different ideation notions.
05:01And once you have that, for example, some of the customers we are working with, a large CPG company now,
05:07can actually do synthetic photography and launch their products in 90 to 100 different markets
05:14and test out how those products will perform before going through the physical expensive act of launching
05:19and running physical campaigns using AI and synthetic photography.
05:23They can actually run these campaigns now in matter of days, what used to take months before.
05:30Now, the ability to ideate a lot is great.
05:34But once you get ideate, you have to actually think about how to personalize.
05:39I think the real unlock with Gen.AI is going to be the notion of being able to train these
05:45AI systems and models
05:47to uniquely understand your customers, your brand voice, your language, your customer segmentation profiles,
05:55your analytics data, behavioral data, and bring all of that in to train these AI systems to uniquely speak
06:03to your customers in very specialized voices. A lot of you have tried the first generation tools like ChatGPT,
06:10and they are great. Typing into a prompt box and generating some content is fine. But in many ways,
06:16these tools are so primitive that within a couple of years, we are going to look back, especially in
06:21context of enterprise workflows and marketing, where the same ChatGPT system cannot be used to generate
06:27marketing campaigns that are highly tailored and personalized. If you are a global leading CPG
06:33company or a beverage company, you don't want to generate marketing campaigns and stories that sound and
06:39look exactly like your competitors. And so this notion of personalization is going to be one of the
06:44biggest unlocks that I think is going to surprise all of us when these AI tools go mainstream.
06:50And what this does is, combined with rich explosion, ideation and scaling the content,
06:56the amount of content now you can create, and this is not just textual content, this is images, videos,
07:03soon 3D and immersive content, that now you have a different problem.
07:07How do I actually orchestrate all this content and make sense out of it? And so,
07:12the chapter 3 of this story that we are about to see in the next 2 to 3 years,
07:18is not just sitting there typing, nobody wants to be a prompt engineer. That gets very old very quickly.
07:23And so what you really want as a marketer or as a storyteller, is can you describe your intent and
07:29your goal
07:29simply in the most highest creative aspect of words and a marketing assistant or a creative assistant
07:36that understands your context, your intent, and essentially creates not just single discrete pieces of content,
07:45but entire journeys that are highly orchestrated, cross-channel, cross-geography, cross-audience segments.
07:52And so this change alone is going to surprise and completely change the world of agencies,
08:00how they do content creation, the world of performance marketing, the world of social media marketing,
08:06because you are no longer now beholden to doing extremely tedious and manual content creation,
08:12one content piece at a time. But rather, you can actually have a marketing assistant where you
08:18describe your goal and it will literally generate hundreds of thousands of different variations,
08:24stitched together multi-step journeys from email campaigns to web SEO campaigns to social media
08:31campaigns and stitch them and orchestrate them. And so once you get to that point, the last stage
08:38in many ways in this journey is what I call adaptive content loops. Once you have these journeys,
08:45technologies, then the question becomes, is this a journey that I have to deploy once and just live
08:51with it? Or like an AI system, is this going to be a constantly living and breathing and evolving
08:57organism that's actually going to learn as you have these stories out there, brand stories out there?
09:02So adaptive content loops is all about taking the measurement, analytics, performance data that you
09:09already have on first party platforms, third party platforms, and using that signal to bring it back
09:16and drive it into your content creation upstream. There's always this joke around most marketers know
09:24some half of their marketing spend is right, they just don't know which half. And I think this adaptive
09:30content loop concept is going to actually once and for all create a completely closed loop system where you take
09:38your analytics performance marketing analytics data and use that more upstream in your creative process.
09:47At Typeface, that's a company I started a couple of years ago with a mission and vision to reimagine
09:54these four pillars. Ideation, personalization at scale, orchestrating multimodal journeys,
10:00and adaptive content loops. And we do that through two products. Typeface Hub, which is a multimodal content hub
10:08that lets you bring all your content and personalize it. And then Arc is a next generation, what we call
10:14AI first workflow. It's a marketing assistant that literally works with you hand in hand as design team,
10:20marketing team, storytellers, and create multi-channel journeys, all with simply expressing your intent. So let's take a look.
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12:35organizational change management component where every organization that brings these tools in the
12:41harder part is actually not technology and tools like typeface but it's actually the rescaling and
12:46upscaling rethinking your business process how does your workflow between different agency partners
12:52stakeholders work i think that rescaling and upscaling is actually going to be something
12:57each of you as you think about adopting ai tools and as you walk the kind of the floor there
13:02are
13:02thousands of tools being showcased but frankly it's the change management that's going to be the harder
13:07part to adopt these tools second you have to be careful not to get locked into highly proprietary
13:14closed systems and so one of the biggest things we focus on is building these solutions so that
13:20they coexist on a very open platform and a connected ecosystem and then last but not the least is the
13:27notion of content safety authenticity brand governance copyright and legal indemnification
13:33there is a set of issues that are still being worked out both at a government policy level
13:38but within each company you have to address and answer those guardrails until those happen
13:43this actually will not be something that gets adopted at brand scale and so as i wrap this up
13:51i think we're at an extremely unique moment where ai is going to completely reshape the fabric of
13:57enterprise through the lens of storytelling and as machines start understanding our language our
14:04words our culture they can partner with us and actually amplify human creativity not replace it
14:11i think there is a lot of genuine fear whether these will just completely take over jobs
14:15and creative process i think done right ai will take the human creativity and free us up to actually
14:22focus on creating the way we have always imagined thank you
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