00:07Bonjour, I'm Zélie Bleron. I'm the head of POP,
00:10Frozen Pixel in France.
00:12And I'm Gregory Wilkins, the global CTO for POP.
00:15I think AI is magical for all of us,
00:19especially in the marketing industry.
00:22It allows us basically to deliver, finally,
00:25the promise of one-to-one marketing.
00:29For ages, for decades, we have been talking about one-to-one, personalized content, personalized marketing.
00:35And it was difficult to deliver in an ROI, in a budget that makes it feasible.
00:40AI now makes it possible.
00:43How to? That's the main question.
00:45And that's what we are trying to do in POP,
00:47is deliver the quality and the scale together.
00:50Yeah, and I would add actually that before the trade-off was
00:53you had to choose between quality or quantity,
00:55and now you can actually achieve both.
00:57So there's a real unlock there, which we are exploring and already doing for our client a lot.
01:03So what we did for Cannes, we did a small activation.
01:05This activation was, the purpose of this activation is to demonstrate basically
01:08that we can personalize and scale any kind of asset.
01:12So activation is quite simple actually.
01:14You came in, you take a picture of yourself, you answer some questions.
01:18On the back of this question, you have a movie that is personalized according to your needs,
01:23to your characters, to your qualifications.
01:27Once this movie is done, we want to demonstrate that we can adapt it as well to a different audience.
01:33And thanks to a technology or a methodology that we call atomic content,
01:38you can change the different items of this video.
01:41So it could be the characters, it could be the backgrounds, it could be the POPs.
01:45We just personalize.
01:46That gives the opportunity to retailers or to our client, we partner with Barrières,
01:52to have a specific content to a specific audience.
01:55And that's what we try to accept.
01:57So, Vermeer is the tool, the pipeline that is allowing us to do this.
02:02It's a nice compromise because Vermeer initially was built to control the creative and the craft.
02:07And we are demonstrating through the expansion of Vermeer that we can do actually,
02:12through Vermeer, crafting, high quality, personalization and scale.
02:16And that's the whole purpose of it.
02:18All of this, the fact you can personalize, you can create,
02:21and do the scale and give the opportunity to the retailers or to the clients basically
02:27to build somehow their own movie.
02:31This is done in a secure space, in a secure environment,
02:35from a legal but also from a branding point of view.
02:39Making sure that when they build their own movie or their own assets,
02:43it's within the brand.
02:44So I think the key things on how AI can really add value to our workflow,
02:49particularly when it comes to people and how to augment the work they do.
02:54For me, the really important thing is we quite often see AI as a little bit of things we can
02:59do faster,
03:00cheaper, and there's a bit of a race to the bottom with that vision.
03:04The real unlock is really for what I call the race to the top,
03:07is how can we actually augment what people do with AI.
03:11And there's a real opportunity now with agentic AI particularly,
03:16where every single member of our teams, or any employees really,
03:20or people working with computers, they're essentially becoming team managers, team leaders,
03:25and they're leading agents to really help them do the work the best way they can,
03:30and indeed to create more effectiveness in the work they do, whatever that is.
03:33And as I said earlier, it's about quality and quantity,
03:36and this is where AI can really help with those human workflows for sure.
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