Kantar’s Post

I’m with Marc.   ‘.....“Even with all the technology available to us, the answer won’t be found in the data or the algorithms,” Pritchard told his audience today at the Cannes Lions Festival of Creativity (18 June). “The answer is in the idea, which comes from the heart and soul.” …..that only the human brain can generate ideas that provoke “that physiological reaction when something really touches you”...' Again, it is about combining the ready available logic prowess of  #AI(#ArtificialIntelligence) with the wonderfully emotional soulfulness of #HI (#HumanIntellligence). ‘......The “magic of a #creative brand idea” only comes when “both sides of the brain work together to combine logic and feeling,” Pritchard argued. “Your spine tingles. Some call it the chills or goosebumps.” Such a response cannot be felt by AI, he said. “AI doesn’t get the tingles – humanity matters.”..' Less with simply relying on the ease and speed of artificial generation of ideas but instead turning to what is a classic disciplined approach that should never change. Of connecting with an audience at an emotional level, and craft a story – yes everyday moments – to tell that they can relate to, by weaving the product to be pitched at the same time as we regale them. ‘...“Think about it – billions of people with billions of moments multiplied by seemingly endless opportunities for solving problems with the best performing daily use products,” he said. “That equals exponential possibilities for finding creativity in the everyday and enormous potential for delighting people through innovation and creativity that drives growth and value for brands and markets.”...’ This truism - especially for the #madmen who still believe in #creativity - remains unwaveringly applicable and we - the ones who still fight for humans to steer still - know this. ‘..."Even with all the technology available to us, the answer won’t be found in the data or the algorithms. The answer is in the idea, which comes from the heart and soul." – #MarcPritchard, P&G…’ We humans must stay focused. ‘...All this brand work, Pritchard said, is being produced by human creativity “to make everyday moments matter more”...’ #convergence #convergenceincommunication #contagioncatalyst > #Contagio #insightsdriven #branding #marketresearch > #PiquantIdeas #marketing #marketingstrategy #advertising #marketing #marketingstrategy #socialmediamarketingstrategy #consumerjourney #consumerbehaviour #consumerexperience #madschoolsg #ngeeannpoly #nanyangpoly

"Businesses are increasingly integrating external data sources, such as social media data and online reviews, to complement their tracking efforts. Advancements in technology, such as generative AI, are revolutionizing the way businesses analyze and interpret tracking data." Our Regional Engagement Director, Keri Vermaak, recently wrote for Greenbook about how to stay ahead of the evolving landscape with brand trackers. Learn more: https://lnkd.in/g2hcmiUv #brandtrackers #brandtracking #marketresearch #mrx #insights #womeninresearch #brandstrategy #consumerbehavior #restech #generativeAI

70% of employees are harnessing generative AI but only 30% brands are on board. As consumers prioritise brand trust and data safety, it's time for brands to align their strategies with evolving preferences. Trust is the new currency. #generativeAI #AIethics https://ow.ly/kjHR30sz1fW

There’s been a great deal of speculation as to what the future may look like for the creative industries as AI develops. Now the initial noise has settled, our Strategy Lead Russell Holmes attended a conference to discover exactly how we, and our clients, might use AI. Here’s what he learned. Firstly, AI is brilliant at doing some of the things humans aren’t great at; transcribing video calls, instantaneous research on almost any subject, summarising long documents into useful short-form content. Secondly; there’s probably a tool out there to help you with the task at hand or the challenge you have; if not it’s getting increasingly easier and cheaper to develop a custom tool using existing tech. Lastly, and perhaps most important for all of us, is that AI is still incapable of replicating or replacing anything approaching human creativity. Garry Lace, one of the speakers discussed the beauty, simplicity and strangeness of a most particular human trait — ‘IA’ — the Irregular Answer. The human mind is a random idea generator; capable of plugging different thoughts, concepts and context together to create refreshingly beautiful solutions. This is the essence of creativity and is unlikely to be replicated soon. Casuale è fantastico!* In our latest newsletter, we discuss AI’s strengths and weaknesses and feature our article on how brands can remain human in an artificial world. Read below. Sign up to our newsletter for monthly brand insights here: https://lnkd.in/ewYpRfnc #b2p #business2people #brandingagency #ai

70% of employees are harnessing generative AI but only 30% brands are on board. As consumers prioritise brand trust and data safety, it's time for brands to align their strategies with evolving preferences. Trust is the new currency. #generativeAI #AIethics https://ow.ly/IASJ30szUvR

So much talk of AI in the branding world... Here's our lead strategists' thoughts.

What do the world’s most valuable brands have in common? Kantar’s 2024 BrandZ report sheds light on the power of innovation and differentiation. Check out the key takeaways: Kantar BrandZ 2024 #BrandStrategy #AI

What do the world’s most valuable brands have in common? Kantar’s 2024 BrandZ report sheds light on the power of innovation and differentiation. Check out the key takeaways: Kantar BrandZ 2024 #BrandStrategy #AI

What do the world’s most valuable brands have in common? Kantar’s 2024 BrandZ report sheds light on the power of innovation and differentiation. Check out the key takeaways: Kantar BrandZ 2024 #BrandStrategy #AI

What do the world’s most valuable brands have in common? Kantar’s 2024 BrandZ report sheds light on the power of innovation and differentiation. Check out the key takeaways: Kantar BrandZ 2024 #BrandStrategy #AI