Marketing Executives Globally Facing a Revolution through Artificial Intelligence
Flavio Vidigal serves as Partner and Chief Creative Officer at Rise New York & Partners, a position that places him at the helm of the marketing and advertising industry's swift transformation driven by generative AI. As this cutting-edge technology reshapes industries, integrating AI into creative workflows has become a necessity rather than a future aspiration for Global CMOs.
Marketing experts love to hype up AI as a revolution, but it's essential to view it as an enabler - a tool that doesn't culminate the creative process but rather sparks new concepts, tests ideas, and allows for rapid iterations. Conversely, there's a growing risk of creative complacency, settling for AI-generated outputs as final assets instead of using them as steppingstones to higher innovation.
The truth lies in the symbiosis between AI and human creativity; AI amplifies our ability to imagine, refine, and execute ideas. It's not a one-size-fits-all replacement for human ingenuity but an enhancer, a catalyst that challenges us to push boundaries while human insight ensures that the outcome resonates with human emotions.
Visual storytelling in advertising and marketing shares a parallel with Hollywood's evolution from practical effects to CGI. Those who adopted the technology didn't simply replace traditional methods with new ones; they utilized CGI to enrich their storytelling, crafting immersive worlds that were once unimaginable.
AI-powered tools like MidJourney, Unreal Engine, and Runway have already transformed creative workflows, enabling teams to create cinematic storyboards, style frames, and mood boards at unprecedented speed and scale. However, the true magic happens when human judgment comes into play, curating and refining AI-generated outputs to produce something truly original.
Data privacy is another aspect of the AI revolution that demands significant attention. In the digital advertising industry, the futility of the internet's early days' lax regulation has taught us a valuable lesson: the importance of user trust. The future lies in empowering consumers to control their personal data, fostering that trust, and distinguishing ethical leaders in the AI era.
In conclusion, the true power of AI lies in its ability to enhance human creativity, making AI and human imagination form an indivisible pair. Embracing this partnership, CMOs can thrive in this new landscape, crafting campaigns that resonate more deeply, inspire more profoundly, and produce greater impact. But at the core of this transformation, one truth remains unshaken: the primal essence of advertising lies in the powerful narrative we weave and the deep-rooted connections we forge.
Flavio Vidigal, as a forward-thinking Global CMO, recognizes the importance of powerfully integrating AI into creative workflows, which Midjourney can facilitate.The symbiotic relationship between AI and human creativity is exemplified in Flavio Vidigal's workplace, where AI amplifies human ingenuity and human insights ensure AI-generated outputs strike a chord with human emotions.
