The entity also wants to emphasize the role of service in the management and growth of agencies’ businesses, from advertising to PR
Next Monday (28), at the ESPM Auditorium, in São Paulo, GAN (Service and Business Group) will hold the 2024 edition of the Summit under the theme ‘AI + business’.
The entity, chaired by Juliana Nascimento (CRO of FCB Brasil and managing director of SIX, CRM and performance), invited speakers such as Renato Fregnani, president of the Retail Design Institute in Brazil and Freg, and Vanessa Sandrini, founder of VaS – Assessoria Strategy and Human Design, for example, in the panel on retail.
The vice-president of GAN, Fabio Meneghati, partner and CEO of Greenz, clarifies that including artificial intelligence on the agenda goes beyond the usual uses of the advertising market.
The idea is to show that the tool can level up all service professionals, from advertising to public relations, from communication vehicles to platforms, and from other communication segments, including the increasingly demanded influencer marketing agencies. . In his opinion, the amount of knowledge about a brand and its competitive universe, for example, will allow diagnoses to be prepared even for those at the beginning of their careers.
“As service is directly linked to generating business, anyone in this role will be able to use what AI is making available to their advantage. Previously, the market used research to contribute to the formulation of a business plan. Then came Google with its speed. Now, the pace is even faster. Now, everyone is on the same page with AI. If a brand invites an agency to a meeting, insights can be organized in two hours. And then? Reports, suggestions, benchmarks, addresses and other things can be done by AI”, says Meneghati, who will take over GAN in 2025, when Juliana’s term ends.
“Managing an account requires a broad and generalist look at all the needs of clients and, also, the agency. Therefore, we must always open our umbrella so that service professionals are prepared for the challenge of generating and expanding business. Brazil is a country that does not offer adequate training. But technology is helping everyone have access to the culture, history and demands of companies and their consumer niches”, concludes Meneghati.
