00:07Hi, I'm Steve Nutzley. I'm the global CEO of ProzonPixels, POP, and I'm here at Cannes again.
00:13I can't believe it's been a year already. Last year at Cannes was super exciting. We got to
00:18premiere a brand new Vermeer installation, which is what we're doing again this year.
00:22The thing that I'm so excited about with POP's activation for Vermeer this year at Cannes is
00:29showcasing how much human involvement with our tools makes a better product.
00:36The activation specifically is showing how atomic content breaking the assets up into
00:42pieces and having them reassembled by human can create a completely different output
00:47that connects differently with people and it just highlights how much human
00:53interaction with AI is the magic. POP's approach to AI, especially as it relates to Vermeer,
01:00is around craft and quality of output. And the only way to ensure that that's really
01:05happening is to have humans involved throughout the process, so human
01:08intervention for lack of a better word for it. And the way that I see it is, this
01:15is a bad example I'm sure, but anybody can pick up a guitar but not everybody can play
01:20it like Eddie Van Halen did or Eric Clapton does. And, but that's still a tool. I see
01:26AI in a similar way. It's about the artist and the person using the AI, how they use
01:32the prompts, the images that they work with, the magic that's in their head that
01:37they've partnered with AI to create. The tools that we have today are, we're only
01:44limited by our own imaginations, but they're also limited by our imaginations. And
01:50that's where I think POP's approach to AI is different than what I've seen in the
01:53industry from anyone else. I think that brands are struggling to understand how
01:58AI can benefit their business and the reality of it is it can benefit across so
02:02many different parts of their business. So as it relates to pros on pixels and
02:06specifically content creation globally, the way that I think they're struggling is
02:10what can they do with AI? How can they leverage AI? What's legally compliant and
02:16what's not? And it's incumbent upon Havas to come up with a position around
02:20protecting the client's brands and protecting their ability to use it. And
02:24with Vermeer especially, the way that it's been designed, it is the most legally
02:28compliant way to use generative AI that I've seen in the industry today.
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