Collectively

In the session "Content, Creators and Generative AI," panelists discussed the advertising industry's cautious approach to implementing generative AI in client work. They highlighted the complexities and risks associated with copyright and fair use rights, emphasizing the importance of fairly compensating artists, particularly those from marginalized backgrounds. The conversation dove into the ethical considerations and challenges advertisers face as they experiment with generative AI, underscoring the need for responsible practices that respect creators' rights while leveraging new technologies. Featuring: Salma A., Qreates Leslie Koch, TelevisaUnivision Natalie Silverstein, Collectively Moderator: Gideon Fidelzeid, Haymarket Studio #AIDeciphered #GenerativeAI #Advertising #Copyright #FairUse #CreativeCompensation

Last week, Collectively’s Chief Innovation Officer, Natalie Silverstein, joined an all-star panel at PRWeek & Campaign's inaugural #AIDeciphered conference to discuss “Content, Creators, and AI,” alongside Salma A. (Founder, Qreates) and Leslie Koch (SVP, Creators and Social Strategy, TelevisaUnivision). The conversation focused on how leaders across industries are embracing AI and its impact on the creative process. Key takeaways: - AI isn’t just a tool—it’s a new mindset. To fully harness its potential, we need to change how we approach our work. - Encouraging experimentation with AI in the workplace is key. Teams are looking for the green light from leadership to explore and innovate. - Human creativity and taste remain crucial in maintaining authenticity and brand distinctiveness, even as AI becomes more prevalent. Natalie emphasized the importance of a solid brand identity when using generative AI tools and the value of having humans involved in the process to ensure content stays true to the brand. It’s clear that AI is shaking up the industry, but there’s no one-size-fits-all approach. We’re excited to continue exploring how AI can enhance creativity while keeping authenticity at the core. #AI #ContentCreation #InfluencerMarketing #Innovation #GenerativeAI #AIDeciphered

“A lot of creatives have this misconception that AI will replace them completely; if you’re creative, using AI helps you to be more creative and experiment with novel ideas," says Salma A., who is the latest Gen AI star creator to join our Brandtech Residency program this month. An expert in Gen AI branded product images, Salma is founder and Creative Director of Qreates, an AI-powered platform that helps creatives gain control over their AI images. She also publicly shares all her learnings as a Gen AI creator on X to help build the community. Creating a beauty brand from scratch for her Residency workshop with Brandtech, Salma used various Gen AI tools to work through ideas, aesthetics and concepts, before settling on a range of Gen Z lipsticks - along with the brand name Jude and a product campaign. “So often, I hear people say that with AI you press a button or type a few words, and it will do the whole thing on its own," says Salma. "It could be that these creatives are coming from a place of fear. AI is a tool - you still need that creative eye and to actually do the work. It takes me 200 generations to get to my three final images. ” Salma is the third creator to join Brandtech’s Gen AI Residency, following filmmaker Ryan Phillips and AI illustrator James Gerde. The creators all teach a masterclass to Brandtech’s teams, which always includes creating a final collaborative piece of work. Find out more about the program 👉 https://lnkd.in/edzZZHgU Huge thanks to Natalie Silverstein at our Group company Collectively, who searches out and signs up all our brilliant Gen AI creators, and to our Gen AI Creative Director James Dow, who hosts our masterclasses. #GenAI #Brandtech #AIpowered #FutureofAI

Creators are continuing to diversify their income streams, and YouTube is the latest platform to help them do just that. Creators can now offer free or paid courses directly on their channels, providing another way to engage audiences and monetize content. Additionally, the platform’s enhanced live shopping feature allows creators to pin multiple products during live streams, making real-time shopping more dynamic and interactive. Brands should consider these new features when partnering with creators, as they offer fresh opportunities for deeper engagement and revenue growth. 🎥 https://lnkd.in/dQiSYvwU #YouTubeUpdates #InfluencerMarketing #CreatorEconomy #VideoMarketing

Holiday planning is in full swing at Collectively, and we wanted to share our top takeaways from TikTok's Holiday Playbook.🎄🕎 As we head into the most wonderful(ly busy) time of the year, here’s what brands should be thinking about to make the most of their holiday campaigns on TikTok: 1️⃣ Start Early: With 68% of TikTok users shopping weeks before the holidays, it’s crucial to join the conversation early and influence purchase decisions before the holiday rush. 2️⃣ Leverage Self-Gifting: 87% of TikTok users buy gifts for themselves during holiday shopping events. Offering self-gifting incentives is a great way to boost sales. 3️⃣ Don’t Forget Q5: Post-holiday shopping is real! Between Christmas and mid-January, target users focused on personal goals and self-care with enticing offers and promotions. We look forward to seeing your creative holiday campaigns and can’t wait to buy ourselves a few treats! 🎅🎁 Check out the full TikTok Holiday Playbook for more ideas and tips. https://lnkd.in/geWskHGQ #TikTokMarketing #HolidayPlanning #InfluencerMarketing #SelfGifting #Q5

Anyone else going to miss the square Instagram grid? 🙋♀️ RIP to the days of perfectly curated squares—with the new grid layout in testing, it’s all about giving more space to videos. While we may be nostalgic for the square grid, this change underscores just how vital video has become in today’s social media landscape. Are you ready for the switch or still holding on to the squares? #InstagramUpdates #VideoIsKing #InfluencerMarketing #ContentStrategy https://lnkd.in/g6gQUeME

The Brandtech Group Gives Businesses A Blueprint For Ethical AI - writes Victoria McNally in AdExchanger today. 👉 https://lnkd.in/ehm58bTZ 💥 Today, we’re launching a first-of-its-kind Ethical Gen AI package, including a blueprint to help anyone write their own policy, plus the launch of our proprietary Bias Breaker tech tool to tackle bias in AI image generation. ❓Clients regularly ask us for input around ethical usage of AI. One recurring question is around diversity - and we’ve seen that many Gen AI foundation models continue to show inherent bias in the images they generate. 👨 Our research highlights how two Gen AI tools showed 100% male images out of 100 generated when prompted for a picture of a CEO. While this is just an illustrative test, we will be testing the models with more nuanced examples on an ongoing basis. With our Bias Breaker tech now integrated into Pencil ✏️ for all our clients to use, this is a first step to help solve the problem of AI bias. Our AI Ethics package - which also includes client sprints, compulsory training and the greenlisting of AI tools - represents our commitment to delivering Gen AI responsibly and ethically across three key areas: the teams we hire, promote and train; the tech we build; and the services we offer. It also reflects the deep experience and lessons we’ve had in delivering scaled Gen AI services to clients since 2018, enabling us to lead the industry in this area. “As very early adopters, we have a responsibility to lead," explains Brandtech Partner and Head of Emerging Technology Rebecca Sykes 💫. "We believe all companies that use Gen AI should commit to what they will and won't use it for, and be transparent about this. We are committed to being an active participant in shaping a more responsible and ethical future of AI in marketing and advertising.” DM us to find out more 💥 And read more about our AI Ethics package here 👉 https://lnkd.in/eks6XxaT #GenAI #Brandtech #AIpowered #FutureofAI #AIEthics

🎉 We’re thrilled to announce that Collectively has been named a finalist for the Glossy Pop Awards in the category of Most Innovative Use of Influencer Marketing! Our L'Oréal USA – OneLuxe Social Trend Program harnessed the power of nano and micro influencers to spotlight luxury brands at a major beauty retailer. In just 12 weeks, we produced 572 trend-driven pieces of content. 💄✨ Winners will be announced on September 17th – wish us luck! #InfluencerMarketing #LuxeBeauty #GlossyAwards #Innovation https://lnkd.in/gqz8UnpN

See how AI can be applied to commercial use cases in the final piece from Ryan Phillips' GenAI Residency. This AI-generated spot showcases a fictional brand and product, "Main Character Energy" drink, and a gamer who becomes the hero. Ryan brought an amazing blend of creativity and technology to bring this story to life. AI is truly transforming the way we tell stories. #MainCharacterEnergy #GenAI #RyanPhillips #ResidencyProgram #Collectively #AIArt

In our latest GenAI Residency Program Q&A, AI Director Ryan Phillips shares a hilarious and insightful story about the unpredictability of AI. "Even when you fail, there's some entertainment value. People love the weirdness of AI, even when it doesn't work perfectly." Check out the full video to see how Ryan turns AI mishaps into engaging content and learn more about our innovative residency program. #GenAI #CreativeProcess #RyanPhillips #AIDirector #ResidencyProgram #AIArt #Collectively