Rethink shares secret sauce behind Heinz AI campaign that won at The Drum Awards Festival
Briefly

At the time, it was sort of in this grey area of, like, what can we use? What can we say to it? How does copyright work with an AI-generated image? That was a bit of a challenge to navigate, but we did the idea super quickly. From the initial pitch to release, it was less than a month.
It's scary how fast it's growing, but it is exciting. I think as long as creativity and creative insights are in the driver's seat, it's just going to be a tool for us to use. AI can't replace human creativity and insight and stuff, but it can really speed it up. It feels like we're not that far away.
Read at The Drum
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