Synthetic Media - from WOW to HOW
How brands moved from AI demos to AI deployment in their campaigns
In 2024, AI was the showstopper at the festival of creativity at Cannes Lions. The annual gathering of the creative industry showed insane demos of their AI-fueled ideas. But it was still more of a visionary showcase.
This year, AI is part of almost all creative campaigns. As Alison Wagonfeld said at the event:
This year is the wow to the how.
Alison Wagonfeld, CMO of Google Cloud
It is no longer a question of whether AI will influence creative business and marketing. The question is how.
How to use synthetic media to scale creativity?
How to localize content within hours, not weeks?
How to use avatars, agents, and generative video in campaigns?
By the way, for the latter, check how Mars “cloned” Jose Mourinho for a Snickers campaign and won multiple awards at Cannes.
This week, you will see a lot from Cannes, but through the special lens of AI-generated video. A year ago, it was in pre-baby shoes. Now, it is ready to claim the internet with almost instantly generated synthetic media.
Since creative production by default gets automated, what stays? The “creative” part. The “strategic” part. Ideas still matter, even more so now when all execution will be driven by AI, in an instant, flooding everything everywhere all at once.
Taste and creativity will top speed and execution. Always.
