Following the 2024 Cannes Lions International Festival of Creativity, Studio Rx’s Executive Creative Director Matt Hall explores how generative AI is currently being used within the advertising industry, specifically when it comes to content production.
Though he says that the industry is still in the “early stages of this transformation,” he notes a few examples that impressed him including Google’s “Best Phones Forever – Road Trip” campaign and Pedigree’s “Adoptable” campaign.
He also highlighted “The Beauty of Health” session, presented by Adobe, Clio Health, and IPG Health, where celebrity photographer Rankin discussed how he incorporated generative AI for an editorial portrait series.
“This session exemplified one of the core takeaways – human artistry and AI must support each other to create beautiful and authentic work,” Matt said.
Matt offered several takeaways on the use of AI in content production for healthcare. He suggested exploring how AI tools could enhance the production of creative concepts, expand campaigns in innovative ways and to consider how the use of AI fits into a brand’s identity.
