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Jean-Paul Edwards – Beet.TV https://dev.beet.tv The root to the media revolution Thu, 13 Jul 2017 11:02:47 +0000 en-US hourly 1 https://wordpress.org/?v=5.8.7 Time Is Now To Act On AI: OMD’s Edwards https://dev.beet.tv/2017/07/17cannesomdedwards.html Thu, 13 Jul 2017 11:02:47 +0000 https://www.beet.tv/?p=46855 CANNES — Artificial intelligence has been around for a long time – well, in theory. But one leading ad agency thinker says the technology has reach the point where executives simply must decide what their execution strategy looks like.

So OMD’s Jean-Paul Edwards commissioned a Europe-wide research study to understand how companies in different countries were treating the emergence of AI tech.

“AI has been in our culture for 200 years, since Mary Shelley came up with Frankenstein,” he tells Beet.TV in this video interview. “We’re now at the point where AI solutions can scale in to mass-market everyday consumer realities.

“Now is the time you move from it being led by technology to being led by consumer thinking, marketing thinking.”

Edwards, who is OMD’s EMEA strategy and development director, says OMD has been going out to talk with customers, stage hackathons and commission research, all to educate and understand customers’ views on AI.

The aim?: “Start to make those big strategic decisions based on empirical data,” he says.

So, what does the data show? Edwards explains: “In the UK, two thirds of people are either using AI or open to using AI, 34% are pushing back. People in Spain and Italy are actually more open to AI, which surprised us.”

This video is part of Beet.TV’s AI Series from Cannes Lions 2017, presented by The Weather Company, an IBM Business. For more from the series, please visit this page.

]]> AI Ads Are Ready For Prime-Time: OMD’s Edwards https://dev.beet.tv/2017/01/17cesomdedwards.html Thu, 12 Jan 2017 12:41:12 +0000 http://www.beet.tv/?p=44251 LAS VEGAS — Artificial intelligence will come to play an increasingly important role in the decisioning and consumption of digital content and advertising, according to one of communications agency OMD‘s big thinkers.

In this video interview with Beet.TV, OMD strategy and product development director Jean-Paul Edwards says AI is nothing new – but it is now ready to make in-roads in to media.

“AI’s been with us for 50 years – it’s had a lot of false dawns,” Edwards says.

He should know. Edwards has been heading up future-facing tech strategies for agencies for years. But now he says AI is truly emerging.

After all, The Weather Company and IBM are now using IBM’s Watson AI engine to power conversational ad units.

“We’re starting to see AI in terms of … decisions around content delivery in the digital space,” Edwards says.

“The next step is to bring that to mass broadcast video … fitting broadcast-quality content in to pipes, through to curation algorithms …  (so that) a TV set knows exactly what you want to watch. … your brother-in-law’s YouTube videos or a specialist bit of content from a group n Facebook or the big new cop show on NBC.”

But there is no single product called “AI” that agencies can simply switch on. Rather, there is a messy, emergent set of tools Edwards is calling a “cognitive technology stack”, comprising data sources, sensors, APIs and bots.

This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605.  For more videos from the series, please visit this page.

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