At Cannes Lions, John Rudaizky, CMO at EY, emphasizes the practical use of AI in marketing. Despite its corporate nature, EY is embracing technology, developing EYQ, a branded AI model akin to ChatGPT. Rudaizky encourages his team to utilize AI daily, stressing the importance of experimentation to stay relevant. AI has improved the briefing process for agencies, which he considers pivotal, stating, "A bad brief means bad creative work." EY's strategic focus is on creating better questions for better answers, integrating AI into their briefing process to refine marketing initiatives.
AI is elevating the idea and the thinking in marketing briefs. A bad brief means bad creative work. Therefore, AI can significantly enhance this process.
Changing behavior in marketing teams is crucial. Using AI instinctively is a challenge, but experimenting is essential to avoid falling behind.
EY’s marketing strategy emphasizes the impact of better questions leading to better answers, highlighting the role AI plays in developing clearer marketing briefs.
Rudaizky insists that integrating AI as a brainstorming partner can significantly improve the creative briefing process for campaigns and enhance overall execution.
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