Future Proof How to harness Generative AI for creative effectiveness?
Jul 30, 2024
Elaine Rodrigo, Chief Insights and Analytics Officer at Reckitt, shares insights on the transformative impact of generative AI in marketing. She discusses how AI enhances consumer behavior analysis and marketing strategies while keeping creativity at the forefront. The conversation highlights the necessity of inclusivity in creative insights and effective use of proprietary datasets. Rodrigo also emphasizes the importance of human creativity alongside AI and previews the future of AI in creative development, especially in content generation and campaign evaluation.
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AI-As-Productivity-and-Effectiveness Multiplier
- Generative AI enables insights professionals to become more capable versions of themselves by scaling and speeding work.
- Elaine Rodrigo says AI must make the AI-enabled human more effective than human alone with measurable quality metrics.
Feed Models With Proprietary Consumer Data
- Use proprietary consumer data to fuel and differentiate AI models rather than relying on generic public models.
- Curate DEI, sustainability and real-time digital data to train models for inclusivity and future trends.
Start Ideas From Insight-First Flows
- Require idea-generation tools to springboard from validated insights before producing concepts.
- Build end-to-end flows where the insight-generation tool feeds the idea-creation tool to preserve consumer centricity.