AI Is Unlocking Creative Potential for Marketing Professionals: Celtras Andrew Slater Beet.TV [Video]

CANNES – Artificial intelligence is shaping the way media and marketing professionals do their jobs, giving them tools to enhance the look and feel of advertising.

“It’s been incredibly transformative, especially over this last year,” Andrew Slater, vice president of enterprise sales at Celtra, said in this interview with Lisa Granatstein, editorial director of Beet.TV, at the Cannes Lions International Festival of Creativity.

“Thinking about it [AI] from our design and production capabilities, we have integrated in places such as background removal….and things like smart image cropping,” Slater said. “Moving into kind of predictive AI, we are starting to use that in a couple different places as well.”

Those predictive applications can be found at the beginning of the creative process, giving designers a better understanding of whether their work will perform well in campaigns. AI also can score ad creative as it’s being built in Celtra’s platform. The goal is to add more autonomous automation to these tools.

“It’s kind …