While AI brings in efficiency (speed and scale at lower costs), the is a growing fear on the pitfalls, chief among them being that AI will make marketers redundant.
However, within this narrative is a real opportunity for marketers. By treating AI, more like an Ally, marketers can take set the tone for winning with their respective brands.
What AI lacks and what marketers have is real human insights and empathy, and this is where by partnering with AI, marketers can start truly looking to the future. Bring in emotion through the right prompts. Bring in emotion through the right brief. Bring in emotion through the right purpose.
Cannes Lions 2024; where audio outnumbered radio 10:1
Though at the same time, the broadening of the category also raised questions around the eligibility of many entries. And that’s probably the first note to anyone reading this; just having an audio leg to a great idea won’t get you far. The audio should be the strongest part of the work, for it to truly shine in this category. If not, you’d just be wasting money in this category.