MAD STARS Day Two Sees AI Driving Innovation, Creativity, and Diversity
On the second day of the 2024 MAD STARS Festival in Busan, the spotlight turned to AI's transformative power in marketing and creativity.
Building on the momentum from Day One, this day focussed on how AI is reshaping industry practices, alongside discussions on gender equity and innovative marketing strategies.
The sessions underscored AI's role as a tool and a catalyst for change in the creative landscape.
A standout moment of the day was Tawana Murphy Burnett's presentation, where the head of top accounts and agencies in APAC at Meta delved into the evolving role of AI in the creative industry.
Her talk centred on Meta’s vision for how AI will drive innovation, fostering more diverse and democratised creative processes.
Burnett emphasised that these advancements will strengthen connections between people and businesses globally and reshape the development and experience of creative content.
Her session reinforced Meta's commitment to using AI to cultivate more profound, more meaningful interactions across the digital landscape.
While demonstrating Meta’s smart glasses' capabilities, Tawana stressed the human element of AI optimisation for marketers.
“New technologies enable us to evolve how we deliver human connection,” she said.
Earlier, Steaph Huang, founder and chairman at D&S Media, introduced “Full-Chain AI: The New Growth Engine for Marketing.”
Steaph discussed integrating AI throughout the marketing process, from strategy development to execution, demonstrating how AI drives growth and innovation in the industry.
He demonstrated HyperCLOVA, an AI tool for ad content creation intended to connect brands with more consumers.
“The tool can quickly search company databases to provide information and summaries,” Steaph explained, highlighting the internal and external uses of HyperCLOVA.
Jordan Doucette, chief creative officer at Dentsu Creative Canada, began the day with her keynote titled “Don’t Bring the Donuts and Other Tips on How to Rise the Ranks as a Woman in Advertising.”
Jordan shared her journey and offered practical advice on advancing in the competitive advertising world, highlighting the importance of self-advocacy, mentorship, and empathy.
Next, Suzana Apelbaum, head of creative and innovation at Google, took the stage with her keynote, “AI + Creativity.”
Suzana discussed how AI can partner with creativity to enhance it, revealing new opportunities for idea generation and production.
Her talk illustrated AI's role in augmenting, rather than replacing, human creativity.
The discussion “AI Can’t Get Angry, You Can” featured Pooja Manek, founding member and creative at Talented Agency.
Pooja explored the unique human qualities that AI cannot replicate, arguing that emotions such as anger are vital for driving creativity and distinguishing human-made work from AI-generated content.
Later, Jungwoo Ha, head of future AI centre at NAVER, presented “Paradigm Shift and Strategy for Industries by Generative AI.”
Jungwoo outlined the latest trends in generative AI technology and its impact across various sectors, including marketing.
His talk highlighted how generative AI is pushing the boundaries of creativity and industry practices.
Carl Franklin Urgino, head of art at Leo Burnett Manila, showcased the “Game Changer: Hacking the Gamers' World” campaign and discussed how it successfully engaged the gaming market in the Philippines, leading to significant impact and success.
Day two of the MAD STARS Festival provided a deep dive into the intersection of AI and creativity, demonstrating how technology advances marketing strategies and creative processes.
With engaging keynotes, thought-provoking panel discussions, and groundbreaking case studies, the festival continued to illuminate the future of AI-driven innovation.
As we look forward to the final day, excitement builds for the concluding sessions and the wrap-up of the festival’s key themes.
