"We have been able to optimize results in +30% thanks to AI."
We interviewed Víctor Álvarez, Creative Director at NATEEVO and Taypei, who explains how generative AI has helped to boost creative campaigns and their results, while making them more efficient in terms of time and costs.
How is Artificial Intelligence impacting creativity and the creative process in the advertising industry and creative agencies (brief context)?
It is clear that AI is having a major impact on virtually all market sectors, and we see how in the creative sector this impact is growing by leaps and bounds. Every day new AIs appear that are really revolutionizing creative processes, and this can generate uncertainty among professionals in the sector. But far from thinking that this is going to make entire work teams disappear, what it is causing is extra training for these teams.
At NATEEVO we have been working with AI for more than 2 years on a regular basis and fully integrated into our work processes, allowing us to have better results, as we can automate repetitive tasks, optimize resources, analyze large amounts of data and even generate creative ideas or inspire our teams at an unprecedented speed. This not only optimizes time, but also allows creatives to focus on more strategic and conceptual aspects of the work. In addition, AI facilitates the personalization and segmentation of campaigns, allowing for more precise and effective messages targeted to specific audiences.
Have you incorporated AI tools into your day-to-day work process? If so, what benefits have they brought you?
For us AI is a tool... I would rather say, a super tool that allows us to imagine more and dream more... we can blur the limits of our imagination to generate incredible worlds and amazing images... We can generate synthetic voices or a complete sound universe, something that some years ago would have taken months, and we can do it in just days...
If we analyze it well, at a creative and conceptual level we could have reached the same results in our campaigns, that is, our teams are trained to obtain such results, but thanks to AI we can do it in a more agile and efficient way.
Can you share any practical examples of how the use of AI on your clients' KPIs has impacted results?
For us to talk about AI is to talk about tools, it is as if we were asked if Photoshop or After Effects has improved the campaigns... Behind every project there are great professionals who handle these tools and it is really them who improve the results, but like any tool, AI optimizes processes and improves performance, so that we can meet the KPIs with better results.
We have examples such as Espirituosos España, where thanks to AI we generated campaign pieces in record time and were able to optimize the results of a nationwide launch by more than 30% thanks to audience segmentation and personalization. Or the case of Freepik, which has allowed us to reduce production costs by 20% with the generation of sound universes in their content.
We could talk about many more because as I said before, AI is highly integrated in our processes and we use it on a daily basis, whether in the conceptualization, creation or optimization phase.
What challenges or concerns do you see in the integration of Artificial Intelligence in creative work (legal issues, etc.)?
One of the most important challenges we have had to face in our daily work has been to make sense of the integration of AI in our teams, that is, not to fall into the gold rush and use AI in everything and for everything, but to know how to detect when it is really necessary and when it is "smoke" that does not add value. As with all other tools, it is necessary to find a meaning and a reason for it.
On the other hand, we are concerned about the legal aspects surrounding AIs, since, as is normal, technology and society advance much faster than the bureaucracy and regulatory framework of countries. We do not know the legal implications of the content we generate today. Therefore, from NATEEVO we have marked a manifesto that includes certain ethical and legal standards that can give solvency and guarantee to all our teams and customers.
We only use AIs that guarantee us that they are trained with their own banks or resources, thus obtaining the property rights of our creations. We also have agreements with different developers that guarantee the privacy of the data, thus complying with the regulation of the law of privacy and protection of personal data.