PXP Presents a Comprehensive Whitepaper on Leveraging GenAI for Content Production

Generative AI ("GenAI") is shaping the communication industry in a meaningful way, sparking new approaches in learning and process development. PXP, Publicis Groupe’s creative production solution has published a new whitepaper, "Supercharging Content Production with GenAI: Turning Buzzwords into Scalable Practices – A Cross-Sector Analysis." This comprehensive document aims to inspire dialogue among marketers, industry professionals, and clients worldwide on integrating AI into operations and content production to optimise processes and improve efficiency.

PXP's whitepaper is the first in a series from PXP’s executives, crafted through internal interviews, in-depth analysis of in-house processes, and a global survey via Marcel (Publicis Groupe’s custom-made AI platform connecting 100K employees globally). It offers a detailed exploration of experiences gleaned from recent years and aims to serve as a cornerstone for understanding and implementing GenAI in various sectors.

Konrad Dorabialski, CEO of Central & Eastern Europe at PXP, commented on the publication, “In recent years, we’ve made significant strides with GenAI, filled with experiments and notable results. While there are technological similarities in production practices across industries such as Pharma, Beauty, FMCG, and Automotive sectors, significant differences exist and GenAI cannot be applied universally. With this publication, we invite all to explore the applications of GenAI in these specific domains with us and to actively consider its application in their own organisations.”

Key Highlights:

• GenAI - Exploring New Horizons in Content Production: Discover how to integrate AI into operations and content production to streamline processes. From AI-driven data extractions to AI-powered modular design, the whitepaper unveils numerous opportunities for content production enhancement.
• Creative Applications Across Industries: The utilisation of GenAI varies across industries due to regulatory, ethical, technological, and usage constraints. The whitepaper delves into industry-specific applications and best practices.
• Beauty: “Don’t fake what you are selling”. Authenticity is key, with many brands showcasing actual humans over AI-generated illustrations. However, GenAI can be more effective in product technology showcases and background modifications to enhance sensory experiences.
• Pharmaceutical: “No margin for error”. The need for precise content and unique imagery makes GenAI valuable for creating custom representations and generating highly accurate visuals.
• FMCG: “As quick as a wink”. GenAI helps create high-quality imagery at scale, meeting diverse platform needs promptly and ensuring quality and operational efficiency.
• Automotive: “Precision for unique aesthetics”. GenAI manages localised text variations and generates geographically relevant environments, facilitating the launch of new car models across multiple markets simultaneously.
• Addressing Risks, Constraints, and Ethical Considerations: AI offers opportunities to enhance human potential in data operations and content production, but ethical and security measures are crucial. The whitepaper emphasises the importance of establishing ethical guidelines for AI usage in marketing.
• Getting Started with AI the Right Way: The whitepaper advises a discovery phase to understand daily operations, identify asset use cases, and assess lifecycle needs before integrating GenAI tools.

Barbara Grabiwoda, chief strategy officer Central & Eastern Europe, PXP and the lead author for the white paper, highlighted the strategic approach, “Integrating GenAI into daily operations begins with a discovery phase. By identifying use cases and assessing lifecycle requirements, organisations can determine the appropriate tools and achieve consensus on when and how to leverage GenAI effectively. It’s time to be realistic about AI, by embracing all its unique opportunities with non-stop curiosity, humility, and a commitment to improving operations.”

Would you like to know more? Download the whitepaper here.