The Brandtech Group

“To win, you need to innovate but innovate faster than others - this means you need to test more than others, learn faster and experiment more than anyone else.” Antonio Carriero, Digital & Tech Expert Salomon was sharing advice at our Gen AI event in Paris 🇫🇷 this week, to a standing-room-only crowd of 250+ marketers at Google France HQ - 💥 Cutting Through the AI-Hype: How brands are already using Gen AI & what you need to be doing now! 💥 🫶 A huge thank you to all our guests, speakers and organizers who made it such a special event, full of insights, real-world Gen AI case studies and, best of all, great conversation and connections. 💡 Shout out to our client speakers for sharing insights of their Gen AI journeys - alongside Antonio, were Gokcen Karaca, Head of Digital & Design at Chivas Brothers Pernod Ricard, and Jean-Paul Paoli, Gen AI Business Transformation Director at L'Oréal. And to our host, Google VP, France, Sébastien Missoffe. More insights to come! 💛 Extra thanks to our participating Group companies fifty-five, OLIVER Agency, Jellyfish and Pencil ✏️. And to our other brilliant speakers and organizers: Raphaëlle Daoglio, Julie Hardy, Louise Jack, Emilie Sonck, Stéphane Feuillebois, Francois BRACQ, Sarah Coutin, Yasmine Toussaint, Carol-Ann Motard, Amy Arnell, David Jones, Marie Raimbert-Galtier, Pierre Harand, Guy Hall, and Benjamin Pipat. #GenAI #Brandtech #AIpowered #FutureofAI

“I like to view Gen AI as a great empowerer of creative vision - enabling anyone, anywhere to rapidly explore nascent ideas and blow them out into fully realized worlds in the blink of an eye,” said James Dow, who recently was promoted to become Gen AI Creative Director at Brandtech. 💥 In this new role, James will be responsible for ensuring creative excellence in all of our Gen AI projects, including those through our Gen AI marketing platform Pencil ✏️. Read more about James’ appointment in this piece by Thierry Wojciak for French title CB News 🇫🇷 out this week 👉 https://lnkd.in/e4WtXZGn Pencil is the world #1 and only end-to-end Gen AI marketing platform, aggregating the best - and latest versions - of the Gen AI models in one seamless workflow. It was named by Fast Company as one of the World's Most Innovative Companies 2024, the only Gen AI marketing company to be recognized. Since entering the market in 2018, Pencil has created more than 1 million ads for 5,000+ brands, with $1bn of media spend through the platform. #GenAI #Brandtech #AIpowered #FutureofAI

“Is AI going to be good or bad for marketing? I get asked this question all the time, but I think it is the wrong question. AI is a technology and its application, and therefore its impact, is entirely dependent on who uses it, to do what, for what gain.” Speaking at MIT Technology Review’s flagship Emtech conference this week, our Head of Emerging Tech Rebecca Sykes 💫 explained how AI-driven marketing holds the potential to redefine how we create awareness, deepen desire and elicit action, as she explored the impact of AI on the frontiers of marketing. Bekki was joined on stage for a Q&A by the equally brilliant Niall Firth, Executive Editor of MIT Technology Review, who introduced her session by saying, “be prepared to have your mind blown” 🤯 . Top takes: 💥 On average, the combination of AI and human workforce has a 2x improvement on a brand’s advertising effectiveness. 💥 Divergence is what every brand needs, convergence is death! 💥 Brands have a new audience to market to: the AI foundation models themselves. These models have an opinion now as most foundation models are connected to the internet. They are the biggest consumers of content. 💥 Our Share of Model ™ Platform can track how the AI models perceive your brand. It helps marketers reverse engineer marketing approaches based on the AI model’s feedback. 💥 Brands with strong brand values and purpose can benefit most from AI-driven marketing and should be grabbing AI with both hands because it can have an immediate and dramatic impact. 💥 Know your brand well enough that it can be codified by a machine. In order for AI to enhance your brand's marketing, you must understand who you are as a brand. You must know what you stand for, what makes you different in the market, how you look, how you sound, why people love you and what they expect from you. 💥 If you are not clear on what your brand values are, you must do some work before AI is going to be a truly positive force within your organization. #EmTechMIT #GenAI #Brandtech #AIpowered #FutureofAI

“That is what this moment demands. To use the power, you have as men to challenge discrimination. To give up space and give it without hesitation. To make your community, business or household a place of equality and justice. To do what you can, because the fact that you can means that you must.” – Sima Bahous, Executive Director of UN Women 💫 . 💥 This year marks 10 years since the start of UN Women’s HeForShe movement - and at the Summit in New York, our founder and CEO David Jones, who is also the co-founder of One Young World, joined a panel of fellow leaders from the HeForShe Alliance to explore the successes and challenges of gender equality in today’s corporate landscape. 🤝 They offered insights into how male allyship can be leveraged to promote inclusivity and address critical issues such as the gender pay gap and workplace safety.  🗣️ Sima called on men to use their power to challenge discrimination, reminding us that gender equality will not be realized without their participation. David was honored to be part of such an important panel, which included UN Women Regional Goodwill Ambassador JAHA DUKUREH; Thato P M., Group Chief Sustainability & Corporate Affairs Officer AI at MTN; Lisa Felton, Director of Vodafone Foundation; Michelle Terry, CEO of Movember; and Mr. Tiemen Meester, Group Chief Operating Officer of Ports and Terminals DP World. Photo credits: Ryan Brown Read more about the event 👉 https://lnkd.in/eA7kYcwZ #Brandtech #HeForShe #HeForSheSummit.

Day 2 at #EmTechMIT was awesome (and validating). Plus I got to sneak over to Harvard Medical School to see my old pal Dr. Michael Oliphant. Fantastic talks and discussions across the board, but Rebecca Sykes's "AI-Driven Marketing in a Post-Advertising World" presentation was 🤯. For 18 months I've been chewing on the impact #generativeAI and #deeplearning will have on #marketing and Sykes hit the nail on the head: increased precision on the frontend (awareness, early-funnel spend), increased precision on the backend (re-targeting, consumer metrics), and increased precision in analytics (data, predictive). "We're replacing a hammer with a scalpel." Amazing work MIT Technology Review! #genAI #highered #naturallanguageprocessing

Excited to be collaborating on an event at Google France HQ 🇫🇷 in Paris tomorrow with our Group companies fifty-five, OLIVER Agency, Jellyfish and Pencil ✏️ - Cutting Through the AI-Hype: How brands are already using Gen AI & what you need to be doing now! 💥 ⭐ We have the brilliant Gokcen Karaca, Head of Digital & Design at Chivas Brothers Pernod Ricard, Antonio Carriero, Digital & Tech Expert Salomon, and Jean-Paul Paoli, Gen AI Business Transformation Director at L'Oréal, joining us. And we're looking forward to an interesting day full of practical insights with Google VP, France, Sébastien Missoffe. 📢 Thanks to all our Brandtech and Group company speakers: Julie Hardy, David Jones, Marie Raimbert-Galtier, Pierre Harand, Amy Arnell, Guy Hall and Benjamin Pipat. 💥 And extra special thanks to Google’s Emilie Sonck, Stéphane Feuillebois and Francois BRACQ, and our own Raphaëlle Daoglio, Sarah Coutin, Yasmine Toussaint, Carol-Ann Motard and Louise Jack for their organization. 🙏 #GenAI #AIcollaboration #Brandtech #AIpowered #FutureofAI

“Starting with a strong AI policy enables companies to accelerate their experimentation in the space,” said Natalie Silverstein, chief innovation officer at Collectively, an influencer marketing and creator economy company that is part of Brandtech. 💫 Natalie was speaking at Campaign US and PRWeek's new AI Deciphered event in New York, alongside friend of Brandtech and founder of Qreates, Salma A. - who was our most recent Gen AI Resident https://lnkd.in/gDQqd58q; TelevisaUnivision’s Leslie Koch; and Haymarket Media US’s Gideon Fidelzeid. 💥 The panel explored issues advertisers face in navigating copyright and fair use rights while ensuring they are fairly compensating artists, particularly marginalized ones, when deploying Gen AI in their work. Read more here 👉 https://lnkd.in/gu3vQe5Q Natalie emphasized the importance of a solid brand identity when using Gen AI tools - such as Brandtech’s Pencil ✏️ - and the value of having humans involved in the process to ensure content stays true to the brand. Pencil is the world’s #1 Gen AI marketing platform, having now created more than one million ads for 5,000+ brands. A media spend of $1bn+ through the platform means we are able to deliver performance predictions on all elements of a campaign.  #GenAI #Brandtech #AIpowered #FutureofAI #AIDeciphered

When innovation, purpose and young leaders meet 🟰 real-world impact and action 💥. ⚡ One of the highlights of Brandtech’s experience at One Young World - where we are the official Gen AI Partner - was seeing this room come alive with ideas and inspiration from the world’s young leaders. 🤝 To celebrate the Summit in Montréal this month, we invited 350+ delegates attending the conference to our Gen AI dinner, with food, drinks and great conversation flowing - and, best of all, to hear firsthand from our five ImpactAI Scholars Joshua Wintersgill (BSc, MSc Technology), Rebecca Daniel, Hammed Kayode Alabi, Anna Mae Yu Lamentillo and Hikaru Hayakawa on each of their individual endeavors as young changemakers. 🌎 The space was packed, the energy was electric, and the connections were firing between our guests. The atmosphere created a wonderful space to discuss how Gen AI plays a critical role in creating solutions to solve the issues we, as a planet, face. One Young World was co-founded by Kate Robertson and our own founder and CEO David Jones. #ThepowerofAIinyourhands #GenAI #Brandtech #AIpowered #FutureofAI

Brandtech’s Bias Breaker tech has been named a Top 5 tool this week by Performance Marketing World 🥳. Our new proprietary tool Bias Breaker - which has just been integrated into our Gen AI marketing platform Pencil ✏️ after a year in development - adds a layer of probability-backed inclusivity to prompts, mitigating against the bias found in Gen AI foundation models. We configured several of the most common elements of diversity, which, in this iteration of Bias Breaker, include age, race, ability, gender identity, and religion. So, when a user enters a simple prompt – such as 'a CEO’ – the tool adds a number of types of inclusivity, which will vary each time, creating a more sophisticated prompt to use in any image generation model. This will produce images which, instead of being reflective of bias in the training data, add positive bias towards a wide spectrum of diversity and intersectionality that current models simply do not provide for. Read more about Bias Breaker and our Responsible AI package 👉 https://lnkd.in/eks6XxaT #GenAI #Brandtech #AIpowered #FutureofAI

Gender health equality was the theme for AstraZeneca at One Young World. Gena Restivo, Vice President, Corporate Affairs & Sustainability (right), introduced Kenisha Arora, OYW scholar (center), who spoke alongside Dr Eliezer Lappots-Abreu, J.D., MPH, Ph.d, Hon., winner of AstraZeneca’s Lead2030 Challenge. 💥 "Women make up around 70% of the global healthcare workforce, and yet their needs and their voices are often silenced,” said Kenisha. “I do it for the young girls who can't access basic education because there's no resources for their own health to be supported. Education at the intersection of healthcare is critical." AstraZeneca, also hosted the Young Health Programme Impact Fellowship, where it brought young leaders from across the world to the OYW Summit. Brandtech is the Official Gen AI Partner of One Young World, which was co-founded by Kate Robertson and our own founder and CEO David Jones. #OYW24 #Brandtech