A NEW PLAYER ON THE TEAM But what exactly IS Generative AI? To put things in per- AI, is the ability to maintain a consistent and cohesive message spective, we spoke to Gregory Roekens, Chief Technology across various regions and platforms, while also adapting to local Officer, Prose on Pixels about the path AI has taken and market nuances. This global-local balance is particularly appeal- where it’s going. ing to brands looking to expand their reach without compromis- ing their core messaging. Looking at the evolution of AI, I like to refer to the first age of AI as an Analytical AI, which excelled at finding and process- With generative AI, we can offer more virtual production options ing existing information. In this second ‘generative’ age of AI, it which require far less physical resource consumption. This shift has developed the remarkable ability to create new content. not only leads to a decrease in greenhouse gas emissions but The evolution of AI is just incredible. In 2014, Nick Bostrom also lessens waste generated from physical productions. published “Superintelligence, Paths, Dangers and Strategies,” in which he predicted 2040 as the year we’d reach AGI (artificial Prose on Pixels has shown that Generative AI is a trans- general intelligence), a point when AI would reach human levels formational resource. But as Generative AI continues to of intelligence. Well, there’s been reports of a potential break- grow, there will be obstacles as well as benefits. With through towards AGI and recently Google announced Gemini, a those challenges and opportunities in mind, Gregory of- multimodal AI that can perform several tasks all within the same fered a prediction on the road ahead: system. So, is ‘singularity’ coming 15 years earlier? As 2024 approaches, agencies should prepare to capitalize As Gregory describes, it’s crucial to remain aware not on advancements in Generative AI. This includes offering even only of what AI is capable of in the present, but what it more personalized content services, where AI can tailor content will be capable of in the future. At Prose on Pixels, Gregory not just to broad audience segments but to individual consumer and his team are setting the tone for the current era of preferences and behaviors. Furthermore, the ethical use of AI Generative AI as it relates to content creation, brand in content creation will become a major selling point, as brands partnerships, and even eco-consciousness. Here’s increasingly seek transparency and responsible AI use. Gregory again, in his own words: The story of Generative AI is still being written, and we We couldn’t have launched Prose on Pixels, our new global all share a part in that story. At this moment, Generative content production offering, at a better time. With our focus on AI is finding its role in society and the workplace – and at audience first, we’re able to leverage incredible emerging tech- Havas, our team members are working together to adapt nologies to deliver more meaningful content. alongside it. Tash Thomas, Operations Director, Havas UK spoke with us on how Havas is using generative AI and Thanks to our growing pool of talents across the world, our GenAI what we consider ‘meaningful AI’: studio and our new global strategic partnership with Adobe, Prose on Pixels can now offer brands services that promise not We’re currently at a dramatic inflection point for the industry only a high degree of content personalization at scale, but also with an unprecedented rate of proliferation of Gen AI tech and reductions in time and cost compared to competition. The ability tools, so naturally we’re really excited about the potential Gen of Generative AI to rapidly generate realistic images, textual AI can bring to the creative industry, and how we work at Havas. content, and, increasingly, videos, combined with our talented It’s technology that we can collaborate with to achieve amazing content artists across the globe allows us to present a diverse things, and can elevate our insights, creative process, and bring array of creative solutions and options to our clients. Another key about new efficiencies in production. However, like with any opportunity Prose on Pixels can offer to brands with generative new tech, it must be about the pursuit of better. Gen AI can give us super-powers, but with that power comes responsibility, and so at Havas, we are committed to meaningful AI. We focus on effectiveness, better outcomes with less waste, to avoid a ‘sea of “Iron sameness’ and generating huge volumes of unwanted content. We work agnostically, choosing our partners and platforms to match client need-states, and enable true effectiveness. And we commit to being responsible, always being mindful of the prob- sharpens lems that Gen AI can present us with (e.g. inaccuracies or bias) and using these tools mindfully. With these principles in mind, the power of creativity and human ingenuity becomes even more important in our application of Gen AI, and so we need to iron.”work towards a philosophy of “We can be better with AI, but we must be better than AI.” As Tash explains, Generative AI has a place on the team, but it’s up to everyone to help make it meaningful. Gener- ative AI is still in its rookie season, and we don’t yet know its full potential. In that respect, our goal remains the same as it does with all technology: always seeking out ways to be better and more effective. The phrase coaches use when training through competition is “Iron sharpens iron.” In other words: Be better with AI, be better than AI.