AI is being used at every stage in the marketing and advertising supply chain. Filmed in Cannes, FutureWeek caught up with Lindsay Hong, CEO and co-founder at SmartAssets, who sheds light on how the company is using machine learning to power highly detailed asset tagging. This gives advertisers the chance to understand what elements of an ad is and isn’t working, including emotions and pricing in assets, to better evolve creative to align with audience responsiveness.
On the question of whether AI is creative, Hong shares her perspective that AI is, putting forward the idea that creativity can be seen as different to ‘taste-making’.
