CANNES \u2013 Artificial intelligence offers brands a wide spectrum of new capabilities, from machine learning insights to enabling more human experiences and interactions. \u201cAI is in many ways like that word innovation,\u201d says Lisa Donohue, Global Brand President of Starcom Worldwide. \u201cThere are so many parts to AI that fall under the equation.\u201d<\/p>\n

In this interview with Beet.TV at the Cannes Lions Festival of Creativity, Donohue talks not only about the prospects for AI but the talent needs of the modern media agency and how Starcom has doubled down on its human experience positioning.<\/p>\n

The continual increase in data and technology fosters the ability for brands to be more personal and \u201crecognize people for what they are, human beings,\u201d which is a change for the better, according to Donohue.<\/p>\n

Regarding AI, she sees on one end of the spectrum machine learning leading to better insights \u201cfrom a significant amount of data as well as then building strategies off those insights.\u201d<\/p>\n

On the other end of the band is the promise of more personal relationships, for example the growing use of chat bots. \u201cBots is a very technology term, but the reality is bots are allowing a more human interaction with a brand,\u201d says Donohue.<\/p>\n

Unlike technology that facilitates website transactions, bots can provide users with a direct dialogue with a brand \u201cthat can enable me to figure out how the brand can better serve my needs.\u201d Overall, the range of the AI spectrum \u201cis pretty powerful in how it can change marketing overall.\u201d<\/p>\n

Donohue<\/a> segues to the organizational change at Starcom within the past year or so during which management \u201ctook a step back\u201d and decided to determine whether the human experience positioning it had staked out was a viable one.<\/p>\n

\u201cThe resounding answer among our people and among our clients is that human experience is absolutely the right positioning,\u201d she says. \u201cAnd in fact, you could argue that it\u2019s more right than when we first created it.\u201d<\/p>\n

So Starcom \u201claser focused\u201d on the notion of the power of a human experience with brands. \u201cHuman experience is right, but what\u2019s the modern iteration of it? That\u2019s what we spent the last year on.\u201d<\/p>\n

With about 30 years of agency experience behind her, Donohue has a keen perspective for the changing role of what used to be referred to as personnel or human resources. The modern media agency needs everyone from data engineers and scientists to storytellers to managers who can horizontally manage those resources.<\/p>\n

\u201cIt\u2019s a diverse range of talent needs that we have, which on one hand does make it challenging,\u201d Donohue says. \u201cIt also opens up a much broader competitive set that we have to deal with.\u201d<\/p>\n

This video is part of Beet.TV’s AI Series from Cannes Lions 2017, presented by The Weather Company, an IBM Business<\/a>. For more from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

CANNES \u2013 Artificial intelligence offers brands a wide spectrum of new capabilities, from machine learning insights to enabling more human experiences and interactions. \u201cAI is in many ways like that word innovation,\u201d says Lisa Donohue, Global Brand President of Starcom Worldwide. \u201cThere are so many parts to AI that fall under the equation.\u201d In this […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6586,6588],"tags":[5006,6235,6569],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46598"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=46598"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46598\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=46598"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=46598"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=46598"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}