Ahead of next week's Lions awards
festival in Cannes, France, the World Federation of Advertisers this morning released new research conducted with the Lions indicating "slow progress" among advertisers integrating AI into
award-worthy creative executions.
The study, based on responses from 160 senior marketers, found that while AI is likely to "dominate conversations" at next week's festival, marketers
still need to address "the bigger picture" the technology is having on their organizations and creative output.
"Just one-in-three are using AI to go beyond
efficiencies to deliver better creative," the report finds, noting that nearly two-thirds (63%) are still struggling to develop new ways of working because of the technology.
“There is much talk that AI can drive
improved creativity, a proven ingredient for marketing effectiveness. But we need to look at our processes holistically before seeing how AI can fit in," WFA CEO
Stephan Loerke says in a statement released with the findings, adding, "The technology will continue to evolve but what matters now is that CMOs consider how they can orchestrate a culture of
creative effectiveness within their organizations rather than evaluating AI on individual, disconnected initiatives across the creative workflow."