Last month, members of our Studio Team attended a seminar hosted by the Data & Marketing Association on ‘Driving Responsible Growth with AI in Marketing’ which featured our own Graeme Clark, (Head of Art) as part of the panel which discussed real-world applications of AI in Scottish Businesses. The seminar covered a broad spectrum of topics in AI, such as; how AI is currently being applied in Marketing, the ethical implications of AI, the importance of harnessing AI responsibility, and how AI is driving growth in companies.
One of the main takeaways from the seminar was asking us to question the need for incorporating AI into the workplace. Are we using it because it will enhance the work we produce, or are we using it for the sake of it? The guest speaker, Caterina Moruzzi, used an interesting analogy for this; are we asking AI to do something creative, so we have more time for folding our laundry or are we asking it to do our laundry, so we have more time to do something creative.
The seminar also highlighted some interesting case-studies on where AI went wrong. The guest speaker discussed various global businesses who had used AI because they had FOMO, instead of actually needing it. Leading them to have a; PR disaster, left in debt to customers and mainly quite embarrassed. Which highlights the fact that AI must be carefully thought about before bringing it into any business.
Internally, Multiply is always building its knowledge base on the ever-going advancements in the world of AI. Each year we produce a document which highlights new and improved tools, creative AI developments, and current case-studies. We are also gently incorporating AI into the business, within our concepting and idea development stages. Using tools such as Image Generation as an aid to the development of ideas, which we are pitching to prospective clients.
