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To sell the idea of last year\u2019s Wienie 500 to Oscar Mayer, creative agency Johannes Leonardo used AI to show what a race among the iconic Wienermobiles might look like when they took to the Indianapolis Motor Speedway\u2019s historic oval.<\/p>\n<\/div>\n
\u201cThat is an inherently brilliant idea that most people will go, \u2018That\u2019s fun,\u2019\u201d said the agency\u2019s CEO, Helen Andrews, during a panel discussion at the Fast Company Grill at SXSW<\/a>. \u201cIt\u2019s a good example of how AI can accelerate creativity, not replace it.\u201d<\/p>\n While AI can be a powerful way for brands to accelerate production and analyze consumer data, creative types must recognize that just because they can <\/em>use these tools doesn\u2019t mean they should. <\/em><\/p>\n This is particularly true as consumers become better attuned to sussing out what\u2019s authentic and what\u2019s not, which puts a premium on good ideas and experiences that really resonate with audiences.<\/p>\n<\/div>\n While Liquid Death has found that AI can be useful for \u201clittle bits here and there,\u201d as a comedy-led beverage brand, maintaining a human touch is a necessity, said Andy Pearson, vice president of creative, noting, \u201cEverything we make, I want it to feel like it\u2019s made by humans.\u201d<\/p>\n Maintaining a sense of humanity is important, particularly as people crave more in-person experiences and a sense of \u201creal authenticity,\u201d Pearson said. \u201cIt\u2019s something that I think as our eyes deceive us more and more will become much more important.\u201d<\/p>\n It\u2019s also vital that brands tap into how best to connect with consumers by recognizing what AI can\u2019t <\/em>change, said James Chester, CEO of WVN, which uses AI technology to help brands optimize their physical spaces.<\/p>\n<\/div>\nTHE PREMIUM FOR A PERSONAL TOUCH<\/h2>\n