Saturday, July 13, 2024

How generative AI helps fuel creative experimentation

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Editor’s note: Today, Vidhya Srinivasan spoke at the Cannes Lions Festival about AI and creativity. You can read edited excerpts from her remarks below.

When we apply AI for our billions of users, creators and businesses, the impact is exponential. AI in Search is helping people find answers to more specific and complex questions. It’s also powering new ways to explore and create on YouTube where people are looking for possibilities, discovery and inspiration.

As we see AI evolve digital experiences, the role of advertising to connect people and businesses is as critical as ever. We help people find what they want in this vast world of information. And, as they explore, relevant and resonant creative is still what makes the difference for advertisers.

We believe generative AI will unlock enormous potential here. Scale, speed, and customization will reach new levels. Faster creative production, tailored media activation and real-time measurement will all work together to drive performance. That’s our multiyear vision but there’s so much this technology is doing for advertisers already.

First, you can use AI to generate insights about your audiences, so you can better understand their behaviors and come up with new strategies to engage them.

Then you can shorten and scale creative production to bring ideas to life faster. Take Veo, our latest and most advanced video generation model, which creates high definition content from nuanced creative prompts — you can even ask for specific cinematic techniques and visual effects. It created this lion just for Cannes.

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