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Artificial intelligence (AI) has become the new fad in town. While marketers have been using them for some time to better engage with their consumers, advertising agencies seem to have recently embraced the transformative technology. According to industry leaders, agencies are using AI in the bidding process to win contracts. While the full use of the tool has yet to be completed, industry leaders say AI is providing them with data-driven insights that help them develop presentations more efficiently and quickly, freeing up time for creative thinking.
We spoke to experts to understand how AI has actually been used in pitch meetings.
New weapons in the arsenal
According to Rajni Daswani, director of digital marketing at SoCheers, AI has now become a fundamental tool in the organization's arsenal. “Technology is changing our ability to analyze many aspects, such as providing valuable information that helps us tailor our offers to customers. It helps us target audiences, personalize content, deliver data-driven insights, and create presentations more efficiently and quickly. It acts as a personal assistant, streamlining tasks and freeing up time for strategic and creative thinking.”
Azazul Haque, chief commercial officer at Media.Monks, said they used AI when ideas were needed. “Whether you use AI tools for your presentation depends on the concept. But for many projects and for existing customers, we use AI tools for proof-of-concept. But we use artificial intelligence when it's necessary, not to create mass content." machine learning for proof-of-concept at the company," he added.
While the industry is still grappling with the technology, some have started using other tools, Dr. Sandeep Goyal, Chairman, Rediffusion. “AI is still a work in progress. Artists are still experimenting and learning every day. So, the real results of AI are yet to be felt. Now you are at the top with a good image, but you have problems with the following This is a growing business. Photoshop was a big step when it came out. Now artificial intelligence will take us into new areas. The pace of change requires a truly mental movement. "It's not just about good copywriters picking the right keywords, but also about art directors learning new skills," he explains.
Siddharth Bhansali, founder of Noesis.tech (Zoo Media), talks about how they are using AI to save money and says that AI is being used as a starting point to better understand what was not possible before. “AI is revolutionizing the way agencies make their proposals. First, it provides data-driven insights that allow us to understand prospective demand, industry trends and audience behavior with unprecedented accuracy. Instead of relying solely on intuition or extensive industry knowledge, we now have access to detailed analytics to guide our strategies,” he said.
Pritam Venky, Chief Digital Officer, DDB Mudra Group, explains the technical aspects of its use: “ Artificial intelligence technology has created two types of tools. There are AI-focused tools like ChatGPT and Midjourney, as well as advanced tools like Adobe Firefly. When it comes to presentation, it's important to focus on the brand, which means that the image, copy, expression, and tone should be consistent with the brand. So we don't use AI-centric tools for presentations unless it's an AI-based idea. But we use tools based on artificial intelligence. We primarily use artificial intelligence tools when we have a client and an interesting idea."
be careful
When asked about the use of artificial intelligence in business propositions, all experts often say that it helps their audience better understand what they are targeting for the customer, but this can only be done with a certain amount of trust. At least for now.
Gray Group Senior Vice President and Head of Equity North Rahul Pahwa said, “Can AI be a game changer? I still don't feel it. But it allows people to write faster and has tools that help them be more productive and efficient.” So if you're relying on AI to get the edge, it's all about who knows the software better. Human AI Using Scientific Evidence as a starting point . There are a number of cutting-edge tools that can help you in the strategy phase using scientific evidence. So that helps a little bit in the strategy and research phase."
Venky shares the same concern. “AI has helped a lot in interpreting the data. However, if you target, for example, a department, you try to see the dynamics and take data from a report, this may not be enough for the client, because they may all have the same report. You can get a lot of information from AI tools, and that's how we use AI."
Human intelligence is the real magic
Experts say that artificial intelligence is the starting point or the framework of the work, but the real magic is still in the human intelligence, which is what makes a successful presentation and secures a deal and a long-term relationship.
According to Venky, AI is the sous chef, while human intelligence is still the master chef. “AI is a great sous chef. It's fine dining, and master chefs have to be human. The chef does 80% of the work, but 20% of the human input creates 80% of the impact.”
“At this point, bringing in companies is not a game changer. Human intelligence will be the basis of successful fields. AI can't help you create something new, because it's human creativity that gives you the edge,” says Pahwa.
Haque added: “AI will change the way industries are managed. Artificial intelligence will create large shared content in the future, such as always-on content. Just as industrial machines replaced manual labor in the past, AI will replace tasks performed by departments with basic human skills, such as content writers, graphic designers, etc. This will create a future of mind-driven creative companies It can make agencies more vulnerable. Agencies can offer their clients a higher return on investment. Be it an existing business or a new business. "
