Cannes Lions 2024 Series: AI & Impact
Microsoft Cannes: AI & Impact
The Microsoft Cannes Lions 2024 panel discussion on AI& Impact brought together industry leaders to explore the intersections of artificial intelligence (AI), inclusion, media, and creative advertising. The discussion was facilitated by key representatives from Microsoft (MSFT) and Procter & Gamble (P&G), along with the CEO and founder of Reset Digital. The conversation spanned various critical topics, including the role of AI in media, the importance of inclusion in advertising, and the business imperatives driving these initiatives.
Connecting AI and Inclusion in Media
The discussion commenced with the moderator emphasizing the mission of Bridge, the first independent diversity and inclusion (D&I) trade organization for the global marketing industry. Bridge aims to help companies operationalize inclusion as a business practice for growth, making AI an essential component of this mission. The panelists highlighted their long-standing relationships and shared goals in promoting representation and inclusion in advertising.
Historical Context and Business Impact
A significant part of the discussion revolved around the historical context of P&G’s 20-year partnership with diverse ad tech companies to enhance representation and inclusion in advertising. Eric from P&G shared impressive business results stemming from this focus, underscoring the importance of living these values rather than merely adopting them for appearances.
The narrative included insights into the establishment of a diverse supply marketplace for B2B sectors, initiated by a call from Mark Pritchard in 2020. This initiative aimed to reach a broader spectrum of consumers and subsequently grow local markets and overall business.
AI and Creative Media: Challenges and Opportunities
Louisa Wong shared her 20-year journey in the industry, initially focusing on data-driven targeting, which she realized was insufficient without meaningful storytelling. She discussed the disconnect between targeting and storytelling and highlighted the dangers of cultural misappropriation in marketing.
Louisa introduced a tool designed to analyze emotion in videos, facilitating more inclusive and respectful advertising. She cautioned against over-reliance on generative AI, stressing that it should not replace the need to learn from past mistakes and create new standards for the future. Louisa emphasized the need for human input to guide AI in telling the right stories.
Inclusion as a Business Imperative
Eric from P&G highlighted the significant business imperative of inclusion, noting that nearly 100% of U.S. population growth and a substantial portion of P&G’s sales revenue come from multicultural consumers. He illustrated how closing the share gap across various segments, including African American, Hispanic, Asian, and LGBTQ+ communities, could lead to significant incremental sales.
Eric also discussed P&G’s commitment to building an ecosystem that reaches all potential consumers, emphasizing the need for sustained investment in creators, programming, content, and media partnerships. He cited examples of successful campaigns that led to substantial increases in sales and foot traffic, reinforcing the business case for inclusion.
Rapid Fire Session: The Future of AI and Inclusion
In a rapid-fire session, the panelists shared their thoughts on the future of AI and inclusion. Key points included the need for collaboration in developing legislation to regulate AI, the importance of human governance in AI applications, and the potential for AI to democratize data at scale.
Louisa expressed concerns about the lack of diverse representation in AI development, emphasizing the need for inclusive talent pipelines to prevent perpetuating existing biases. She advocated for human oversight in AI to ensure creativity and inclusivity are maintained.
The panel concluded with a call to action for marketers. Eric urged marketers to look for growth opportunities throughout the campaign lifecycle and ensure diverse representation in their teams and media partnerships. He stressed the importance of quantifying and qualifying ideas for different segments and executing campaigns with a focus on inclusion.
The panelists collectively called for intentionality in all D&I efforts, warning against lip service and emphasizing the need for genuine commitment to inclusion, as stakeholders and consumers can easily discern insincerity.
The Cannes Lions 2024 panel discussion provided valuable insights into the role of AI in media and the critical importance of inclusion in advertising. The panelists highlighted both the opportunities and challenges presented by AI, stressing the need for human guidance and diverse representation in its development and application. The discussion reinforced the business imperative of inclusion, offering concrete examples and strategies for marketers to embrace diversity and inclusion in their campaigns. The call to action emphasized the need for intentional and authentic efforts to drive meaningful change in the industry.
