Exploring Generative AI at Advertising Week New York
NEW YORK — The buzz around generative artificial intelligence (AI) was alive and well at this year’s Advertising Week, where marketing professionals gathered to exchange thoughts and strategies about this transformative technology. As the excitement gradually shifts into a more thoughtful phase, brands are beginning to chart their courses amidst both enthusiasm and caution.
Moët Hennessy Leads the Charge
One of the brands leading the conversation was Moët Hennessy, known for its luxury alcoholic beverages. Tatyana Ilyin, director of digital for the luxury champagne and sparkling wine portfolio, expressed optimism about the potential of generative AI to enhance efficiencies, particularly in crafting personalized marketing messages. “The ability to really personalize a message to an individual or group and create assets at scale via automation is a huge opportunity for us,” she highlighted during her discussion.
However, navigating this potential comes with its challenges, especially for a brand that holds itself to luxurious standards. “We need to do it in a way that’s luxury, elevated, and doesn’t compromise the integrity of our brands and brand ethos,” Ilyin added, emphasizing the necessity of keeping a human touch in their approach.
AI Opportunities in Marketing
Ilyin pointed out that her teams currently dedicate about 80% of their time to routine tasks, such as budget allocations, which do not contribute directly to brand growth. By leveraging generative AI, those hours could be redirected towards strategic initiatives and creative brand-building efforts.
The conversation echoed a crucial theme: “Test and learn.” This phrase became a guiding mantra as various executives shared insights on how to adopt AI without falling prey to fleeting trends. Ilyin stressed, “We don’t want to be riding the wave of a fad. We want to engage with AI thoughtfully,” further underscoring the importance of a deliberate, phased approach.
The Future of Content Creation
When it comes to content production, Ilyin showed enthusiasm for the idea of “automated focus groups” to evaluate marketing materials and tools that could pinpoint the precise audio or visual elements needed to engage consumers. She also highlighted the increasing role of chatbots and virtual assistants in enhancing customer interactions with brand messages.
For instance, Cloudy Bay Vineyards, another label under Moët’s umbrella, recently rolled out an AI-driven chatbot as part of its “Summer Fridays” campaign, allowing users to generate vacation emails effortlessly. This novel approach demonstrates just one way brands are creatively utilizing AI for consumer engagement.
Understanding Media and Advertising
A key area of focus for Moët Hennessy is understanding generative AI’s implications for media planning, particularly in the wake of signal loss challenges associated with digital advertising. As brands like Moët look toward 2025, they recognize that pinning down generative AI’s applications in programmatic advertising will be essential.
Ilyin also touched on important concerns for luxury brands, such as maintaining brand safety and respecting consumer privacy. “Our clients trust us to manage their data responsibly,” she noted. “We must ensure that our efficiency efforts do not come at the cost of their trust.” A balance must be struck between innovation and maintaining a premium image.
Looking Ahead
The relationship between Moët Hennessy and ad-tech firm Viant will be critical in this journey, as they explore new AI-powered media solutions that leverage anonymized data. The changing landscape promises to reshape how brands work with media agencies, focusing on a test-and-learn ethos to unearth new applications for generative AI.
Ilyin concluded that this new wave of AI technology has the potential to make marketing operations more data-driven and efficient, something she strongly advocates for. The AI journey may be complex, but it, undoubtedly, holds incredible promise for brands ready to embrace it.
