Huang said this is no different from how creative directors currently instruct their teams: “The language that comes out of their mouth—you can almost manifest their words into mental images, but that’s the beauty of creative artists.”
Brand benefits and AI concerns
Guidelines are being developed to ensure brand safety both internally and for clients, as well as for when GenAI tools are used. Read believes because AI is ubiquitous in our daily lives, “it’s impossible” to highlight every instance of its use.
Huang is skeptical about the use of watermarking technology. He believes other new tech would be developed to remove that watermark, making it a self-defeating exercise.
Huang explained that Read and his teams will have to adapt the AI and “fine tune” it for each client. This will mean an evolution for WPP, its agencies—ranging from Grey and VMLY&R to GroupM and Mindshare—and its more than 115,000 employees.
He said the agency will work with internal teams as well as brand clients on training.
“There’s a lot of work to do on our side, and we’ve got to really lean into this,” Read said. “But I think as we do, we can be the guide to clients on how to create their brands and how to build their brands just like we have in the past.”
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