Avoiding AI swirl

Rio Longacre, Managing Director of Advertising and Marketing Transformation at Slalom, delves into adtech, AI, and the future of marketing. Initially, the introduction of generative AI triggered a wave of adoption by companies, neglecting to define clear objectives. However, businesses are now exploring how generative AI can empower their marketing and advertising efforts, driving sales and revenue growth. Today, Rio discusses avoiding the AI swirl.

About the speaker

Rio Longacre

Slalom

Rio is Managing Director of Advertising and Marketing Transformation at Slalom

Part 1Is every company now an adtech company?
Part 2 Avoiding AI swirl

Show Notes

02:48

How marketers are approaching large language models

Marketers are shifting their focus from simply adopting generative AI for efficiency, to using it for specific goals, particularly generating sales and revenue. This is leading to the development of more targeted use cases in advertising and marketing.
05:28

The commercial impact of generative AI

While LLMs have been career-defining for specialists, the impact on billable work has been limited. However, recent applications like streamlining document translation and automating creative briefs, highlight meaningful commercial impacts emerging from the technology.
09:11

Successful implementation of generative AI in marketing

AI can resize banners, streamlining content production processes, reducing costs, and speeding up workflows. In addition, Gen AI has improved chatbot interactions and helps new contact center agents quickly access customer information, accelerating their proficiency and efficiency.
12:17

Trust and human oversight in AI generated content

AI-generated content, like human-created content, needs human oversight for quality control. In addition, companies must be mindful that the models theyre using may have been trained on copyrighted information and they could potentially be sued for copyright infringement.
15:16

Legal implications and considerations in generative AI content creation

In the US, content created by generative AI cannot be copyrighted. However, companies offering AI image generators are providing indemnification as part of their service packages to mitigate potential legal risks.
16:13

Replacing CDPs and DAMs with generative AI

CDPs and DAMs are still important even when using generative. Generative AI models rely on clean and organized data for training, which CDPs help manage. Plus, AI tools do not currently provide the same level of control and visibility compared to traditional marketing platforms.
18:41

The evolution of AI tools and prompt engineering

In the future, interacting with AI might resemble talking to a computer like on Star Trek, eliminating the need for prompts altogether. Generative AI will likely become integrated into our daily lives in a way that allows people to work the way they want to.

Quotes

"The gen AI questions now are, how can we use gen AI to generate more sales and revenue for our organization? We're starting to see some use cases for advertising and marketing evolve that are starting to make a difference." - Rio Longacre
"You need the same oversight, redundancies, and fail-safes for content created by machines as you do for people" - Rio Longacre
"If an LLM you're training is using copyrighted material, and you're creating content on that, you could potentially be sued for copyright infringement. So, you have to be careful of that content." - Rio Longacre
"We're probably looking at a future where prompts the way we look at them today don't exist anymore and we use AI as more of a matter-of-fact part of our lives." - Rio Longacre