The 10th edition of Zoom Brands on AI applied to brand communication ends

The tenth edition of Zoom Brands, the annual event organized by the Catalan Audiovisual Cluster, was held yesterday at Foment del Treball, putting artificial intelligence as a key tool for brands at the center of the debate. The latest AI trends and solutions for this sector were unveiled and how brands relate to this accelerated automation tool was discussed.

In the session David Lahoz, Product Strategist at TAPPX, showed a battery of AI solutions that brands are already using. Among them is virtual product placement, which allows you to add, update and customize, according to the type of audience, the products that appear in series and films. Or, the automated editing of videos that illustrate digital media news.

After that, the round table debate moderated by the journalist and CEO of TheCreative Bibiana Ballbè took place with Albert Giménez, Business Development Manager of Wildbytes; Josep M. Ganyet, CEO of Mortensen and Pompeu Fabra University professor; and Ramon Arteman, Director of Metropolitana.

Albert Giménez, from the experiential innovation agency Wildbytes, explained how through these technologies brands reach the user in innovative ways with a hyper-personalized message, fostering a more fluid relationship with audiences. Among them he showed a campaign for New Balance where, through computer vision, unusual clothing patterns were detected in Callao Square in Madrid to be able to make personalized product recommendations. This same technology was also applied in retail stores directly.

Ramon Arteman of Metropolitana, known for campaigns where, through the deepfake technique, they revive characters such as Lola Flores for Cruzampo, the comedian Cantinflas for Soriana food chain or Dalí for the Reina Sofía Foundation; he stressed that one of the biggest challenges is to make artificial creations not look too perfect and reflect human errors to be perceived as real. He also emphasized that brands often disclose as part of the campaign that they have used AI techniques so that the public does not have the perception that it is a hoax.

Finally, Josep Maria Ganyet provided the counterpoint as an expert in artificial intelligence, explaining that AI is not an unattended process that works alone, the objectives and the validation of its results always go through the human hand. He also emphasized that the most repetitive jobs will be replaced by machines, but those that require reflection, judgment, improvisation… will remain in the hands of humans.

They all agreed to emphasize that the most important thing is that the AIs that are being used in brand communication still have a long way to go, but the evolution is being exponential and it is impossible to know how far it will go. The big question will be who and how these tools are controlled.