The event was broadcast live on Record and brought experts to talk about AI, ESG and Brand Safety
This Thursday (17), ABA (Brazilian Association of Advertisers), in partnership with Record, held ABA Branding. The event brought together experts and featured three panels, which discussed artificial intelligence, environmental, social and governance practices (ESG) and brand safety.
The first panel brought the theme “Artificial Intelligence in an active way” and in a chat mediated by Rony Vainzof (VLK), guests Anna Flavia Ribeiro (MIT sloan management review Brazil), Lucia Bittar (adviser and vice-president of the branding committee and content from ABA / Samsung) and Paula Ercole Bauléo (leader of the ABA / Diageo Artificial Intelligence GT) evaluated how generative AI contributes to the market and what it means for marketers.
In the conversation about the impact of having AI active in the day-to-day processes of companies, the speakers highlighted two of the main current concerns when this is the subject: use of data and replacement of human labor and creativity. For Anna Flavia, AI is here to stay and is very beneficial for marketers, in her words: “AI reduces creative loneliness.”
“Generative AI is an interlocutor that doesn’t judge you, it’s an interlocutor that, if you train it well, it gives you what you need. And let’s tell the truth? Most of the time, we don’t really care what they are doing with our data in this aspect. If it helps me, if it complements me, if it combats my loneliness, eventually I’m willing to pay the price, I don’t know what it is, to keep that in my life. concluded the specialist.
Paula Ercole, complemented her colleague’s speech about the contribution of technology to the professional, explaining that it is not about replacing but about humanizing: “AI came to speed up the company’s dynamics a little, but not to replace people, because One of the principles is the human review of the use of AI in the corporate world. Launching a campaign made 100% by AI is unrealistic (…) There is no talk about replacement.”
Brand Safety: “The social network has now become a SAC”
In the second panel of the day, experts discussed the current market scenario when it comes to ‘Brand Safety’. The guests were: Luciano di Eugenio (YouTube), Camila Ribeiro (ABA / Tim advisor), Eduardo Guedes (ABA director), moderated by Paulo Itabaiana (Record).
One of the topics discussed was the repercussion of social media when it comes to the brand’s ‘Brand Safety’. For Eduardo Guedes, digitalization has actually only highlighted consumers’ opinions about brands, which consequently impacts their image.
“Reputation has always been important, even when the world was offline. What has changed is that we have a more balanced power relationship between consumer and brand. We have a more empowered consumer who has cell phones and internet everywhere (…) the social network today has become a SAC.” he said, adding that on the other hand, brands have begun to understand that it is not enough to just look at what it communicates, but what it does and especially what the consumer feels.
“Brands are being asked what legacy they are leaving in the world” – Eduardo Guedes (director of ABA)
You can watch the broadcast and lectures in full on the R7 YouTube channel:
