Media in the Next : Season 2
Dear Kering team,
We were delighted to welcome you to Cannes for season 2 ‘Media in the Next’. Over two days and two evenings, we explored together the fascinating intersection of luxury, media, content & generative AI. We had thought-provoking discussions and collaborative sessions, unlocking new opportunities for luxury brands in the rapidly evolving tech & media landscape.
Generative AI was the ‘hot’ topic that was being referenced in virtually every conversation at Cannes this year. Will it replace human creativity and become the new horizontal force that permeates the brand-customer relationship of the future? Will we even need webpages in the future?
Thanks to the exclusive and off the record panel with Google, Meta and Microsoft we managed to get some initial answers that gave us some direction but also opened up further discussions about legal, ethical and organizational structure including data & tech capabilities and the need to educate all teams and not only the marketing community.
All tech giants are embracing AI, but Snapchat, which has always been at the forefront of technology, has succeeded in leveraging AI to make the shopping experience on the platform more personalized than ever before thanks to AI-driven product recommendations, generative avatars or 2D to 3D try-on and we are even seeing them leverage ‘co-pilot’ based generative AI with My AI.
Even Google, which was seen to be falling behind Microsoft in terms of AI, showed that it was beginning to reduce the gap with ChatGPT and introduced numerous innovations such as BARD, augmented shopping (try-on clothes, Google Lens…) and augmented creation (Style Transfers, 3D Assets…).
In these unstable and volatile times, AI wasn’t the ‘silver bullet’ and we all agreed that brands are built through experiences, culture and conversation.
The ‘immersive socialization’ experience provided by Roblox and already successfully adopted by Gucci with the Gucci Gardens Experience, demonstrated the power of the community and the fandoms it generates. The strengthening of the partnership between dentsu and Roblox announced at Cannes (commitment to education, strategic technology and publishing relationship, integration of Japanese publishers in the platform) is just the beginning of commerce-driven initiatives on Roblox.
The inspiration journey of ‘Ella’ on Pinterest, illustrated another aspect of how culture and experience play an important role in inspiring Gen Z to aspire for luxury goods… and ultimately to purchase. IAS explored the importance of quality journalism in the media ecosystem and how crucial it is for brands to support trusted news sites and diverse voices through value forward advertising.
Finally, NBCU through all its different properties demonstrated how fandom helps create a relationship through emotional connections, premium environments and immersive experiences.
Finally, the opportunity for Attention as a strong predictor for brand outcomes continued to be prominent in many conversations, in particular Teads demonstrated their latest developments in collaboration with Lumen and dentsu’s Attention Economy to showcase that quality content can turbocharge media attention.
The Global Brand Leads are here to help you navigate these trends and organize follow-up calls or meetings with the different media partners to bring your media investment in the next.
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Your iProspect Team
