From 10:45 to 11:05, Félix Muñoz, independent marketing and communication consultant, was in charge of the presentation Generative AI: rethinking the way of doing and valuing advertising production, which was sponsored by ENKI DOCS.
Félix began by referring to the previous round table, stating that he is a client and that Artificial Intelligence is a topic that is booming and is generating more and more curiosity. It is useful for defining products, being specific with the audiences a product is aimed at, how to choose the most appropriate channels…
“It’s going to change the way we work, I don’t know if for better or worse,” he said to young people, adding that AI arrived seventy years ago and has been around for fifty years. He made a comparison between the arrival of cinema and AI, because everyone was scared when the cinema arrived in colour, with sound… just as it is happening today with artificial intelligence. Machine learning and deep learning were other technologies mentioned.
He exemplified with the character of Wallie, explaining that if we let him watch all the TV and see all the museums in the world, that he can listen to all the music and store it all. “If we are able to do that” those tools are created.
In the audiovisual world, he states that “it adds capabilities”: in post-production, in colour, light… “With words […] the system will give it to us in a very short time” and from there you can manipulate the result. In video, “right now in terms of quality” it is not very advanced, but it is the beginning, “for advertising production, Generative AI is a strong point”.
Throughout the presentation, Félix Muñoz exemplified everything with audiovisual resources, and finally explained that AI has possibilities, it has to be adapted and has creative advantages. He ended by adding that “we’d better run with this regulation” because the problem will be with rights, permissions or management in advertising.
