David Jones and James Dow from The Brandtech Group showcased their company's AI capabilities at Cannes Lions, revealing they could create a brand in 59 minutes. The acquisition of Pencil highlighted their prowess, generating over 2.35 million ads for various brands. Their tools reportedly reduced ad costs by 48% and improved returns by 78%. Additionally, they engaged with Omnicom's deep learning platform CollectiveAI, exploring how AI reshapes advertising strategies and brand partnerships, indicating a transformative shift in the industry.
In episode two of Brand New World, I decided to interrogate the claims of Jones and Dow with my own idea for a toothpaste brand as a way to get a peek under the hood of how these tools are significantly changing the advertising we see.
The Brandtech Group claimed it had already produced an average 48% drop in an ad's cost-per-action and a 78% boost in return on ad spend compared to a brand's baseline.
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