SANTA MONICA, Calif. – Generative artificial intelligence, the technology that powers popular apps such as ChatGPT, is changing the way brands and agencies develop campaigns, and the reshaping has only just begun.
“Generative AI is going to be the most transformational technology in our lifetime,” Sam Garfield, head of digital strategy for communications, media and travel at software maker Adobe, said in this interview at the Beet Retreat Santa Monica with Beet.TV contributor Rob Williams.
For years, Adobe has made pioneering software such as Photoshop and Illustrator for people in the visual arts. Gen AI has emerged as another tool in creating content, including every part of advertising.
“We’re seeing some really big opportunities in the media entertainment space around what you can do with generative AI,” Garfield said. The technology “is going to unlock the creative side.”
A key application of the technology is in creating personalized ads, which in the past …