Why Publicis Sapient’s CMO is mandating that groups use generative AI

With curiosity in synthetic intelligence rising at an awesome tempo, Teresa Barreira, international CMO of digital consultancy Publicis Sapient, figured one of the simplest ways to combine generative AI into her group was to have everybody decide to utilizing it.

Whereas many early functions of generative AI have been used throughout inventive and content material processes, companies are more and more adopting extra enterprise use circumstances and strategic partnerships utilizing ChatGPT and different instruments. Within the final month, Barreira mandated that groups in her group get acquainted with generative AI and incorporate it into their work — from the technology of short-form video collection to media analysis and optimization.

“I truly imagine [in generative AI],” Barreira instructed Digiday. “It’s for us. It’s going to be a optimistic.”

Whereas media planners and others are nonetheless required to interpret and execute some processes, generative AI options are serving to to chop prices whereas permitting Publicis’ groups to dedicate their time to extra in-depth initiatives. Barreira mentioned she believes AI can enhance velocity inside her group, however it’s also bettering the standard of its content material. For instance, video manufacturing for short-form collection for purchasers can take hours now as an alternative of weeks since incorporating ChatGPT and InVideo.

Barreira beforehand served as CMO of Deloitte Consulting and held management roles at IBM and Accenture earlier than becoming a member of Publicis Sapient 5 years in the past. Publicis Sapient is the digital enterprise transformation and consultancy arm of Publicis Groupe.

On this interview, Barreira discusses why AI is getting a lot consideration now and what her group realized from the mandate to make use of these instruments.

This interview has been edited for readability.

Why did you mandate groups to experiment with AI? 

What I see for my crew is a method to assist improve and increase our work. I made it a mandate to my complete advertising communications crew to include it into their work — to experiment with it, to be taught from it, to make use of it and to be impressed and challenged by it. I don’t imagine that generative AI goes to switch individuals immediately, at the very least for now. However I do assume the individuals which are utilizing AI, they’re those who truly could be coming in your jobs sooner or later.

What have you ever realized?

For us, the 2 ways in which I noticed that generated probably the most influence have been video [and media planning]. In the course of the pandemic, we moved to a video technique and launched a video platform that we name The How Channel. Now we have near 200 movies on the platform, and we now have realized that video performs a lot better than written content material. We’re about to launch a brand new collection that was solely constructed utilizing generative AI know-how, and every video is 60 seconds.

It took two hours to provide, the place beforehand it might take us about two to 3 weeks to provide it and multiple individual. As a result of someone must write the script, then the opposite individual must … then create the design, after which someone else would create the body. We created this complete collection with just one individual. We’re getting velocity, however we’re additionally gaining high quality. I truly imagine we’re in a position to scale high quality as a result of the time that we’re saving, which is tons of of hours, we will take that point for the crew to additionally to focus … on doing extra in-depth movies that have been about 5 minutes lengthy, that requires extra in-depth considering and requires extra time.

How about utilizing AI in media shopping for and planning?

The in-house company’s media crew does the technique, the planning and the optimization and reporting of all of the paid media campaigns. However one space that we lacked was having direct entry to subscription-based insights and media planning instruments — as a result of these instruments will be very costly, within the tons of of 1000’s of {dollars}. Final month, the media crew integrated an AutoGPT instrument known as GoalGPT to reinforce their analysis and perception course of. They use this form of autonomous agent for accountability, not simply to analysis the viewers insights, but in addition to assist create personas in all utilizing demographic — and every persona’s particular pursuits, to take a look at understanding the patrons way more deeply. The GoalGPT offered the insights, however most significantly, additionally gave us the steps wanted to execute and activate the insights.

It’s wonderful — it helped develop the plan. Principally, right here’s the insights with this viewers, and listed here are the steps it’s worthwhile to do to activate it in actually minutes, as a result of a few of this analysis can take months, proper? Now in fact our media planner nonetheless must interpret and resolve which steps to activate, however it does present a whole lot of inspiration and alternatives.

AI will not be new, however why is it in all places now?

Frankly, it’s throughout us. We simply don’t name it AI. Consider the issues that we do immediately. It’s embedded in all the things from work to our social lives. I feel individuals all the time considered it as know-how, however [incorporating] a language mannequin made it extra pervasive. A part of it’s as a result of … you’ll be able to work together with it, anyone can do it. For that purpose, unexpectedly, you’ll be able to see the potential of it.

What are you skeptical about in AI and different growing tech?

Be certain that it’s moral. However I feel one thing to think about — particularly with ChatGPT and creating content material — is [generating] a sea of sameness. As a result of the instruments are extensively out there and all people’s pulling from the identical inputs to create the identical content material, there shall be an absence of originality. AI [can also be] misguided and generally we’ve seen among the issues that aren’t very correct. So I feel there nonetheless must be a human to make the ultimate selections and do the modifying earlier than we will publish.

There’s [also] a query of ethics. Proper now you get all this nice data, however nobody can inform you, the place was the mannequin skilled? There’s value and the environmental considerations raised, because it requires huge quantities of computing energy — and it’s very costly [with] servers to reply all these queries. However I do see, at the very least for my career, I see a whole lot of advantages.