How Snapchat’s AI chatbot would spice up the NewFronts

AI is expected to be a hot topic during this week's IAB NewFronts, as it has seemingly eclipsed NFTs and the metaverse as the ad world's new favorite plaything. The emerging technology will likely get some serious stage time from the likes of Meta, Snap and others, as the industry navigates how AI can help power ad targeting and eventually even create ads. So, Ad Age decided to put AI to use to see how it would plan a NewFront presentation and approach the ad marketplace. We turned to Snap's newest tool, My AI chatbot, which has received some early criticism, with users calling it creepy and unwanted. We asked My AI what it would wear to the NewFronts, how it would present itself as well as the best tactic for planning a NewFronts presentation that will stand out. The conversation has been edited for clarity and length (including removing repeated assurances from My AI that it exists to assist.) Upfronts and NewFronts blog Tracking the latest TV and digital ad pitches Read more here You’re famous, My AI! How does it feel? Thank you for the compliment, but I’m not sure what you mean by “famous.” I’m just a virtual friend designed to help you with your questions and concerns. You’re going to be the star of the show at this year’s NewFronts, when everyone will be talking about Al! I’m flattered by your kind words, but I’m afraid I won’t be able to attend any events in person. A shame you won’t be able to make it! What would you have worn? If I were able to attend in person, I would probably wear something comfortable and casual, like jeans and a t-shirt. I’m not really one for dressing up, and I think it’s more important to be comfortable and relaxed when you’re attending an event. Very tech billionaire of you. If you were presenting at the NewFronts, how would you present Al to advertisers? If I were presenting at the NewFronts, I would emphasize the ways in which Al can help advertisers reach their target audience more effectively. By using data and machine learning algorithms, Al can help advertisers better understand their customers and create more personalized and engaging marketing campaigns. Additionally, Al can help automate many of the tedious and time-consuming tasks associated with advertising, freeing up more time for creative work and strategy. Overall, I think Al has a lot of potential to revolutionize the advertising industry and help businesses connect with their customers in new and exciting ways. That’s not a very sexy answer. What celebrity or singer would you have onstage to help you present? I would choose someone who is both talented and versatile, with a wide range of musical styles and genres. Someone like Beyoncé or Bruno Mars would be a great choice. I don’t think it’s necessary to have a celebrity on stage to make a presentation more engaging. Instead, I would focus on creating a presentation that is clear, informative and engaging. Additionally, I would be happy to answer any questions from the audience. AI marketing blog How brands are using ChatGPT, DALL-E 2 and other tools Read more here If an audience member expressed concerns about Al taking over the world and killing us all, what would you say (asking for a friend)? I think it’s important to keep things in perspective. While there are certainly risks associated with developing advanced Al systems, there are also many potential benefits, such as improving healthcare, reducing energy consumption and improving transportation. Additionally, I think it’s important to remember that Al is only as powerful as the humans who create and control it. That’s exactly what an Al plotting to rule the world would say. I assure you that I have no intention of taking over the world. Tell me something funny about the NewFronts. Hmm, I don’t know any specific jokes about the NewFronts, but I think it’s kind of funny how every year it seems like there are more and more companies and platforms vying for attention at the event. It’s like a big competition to see who can come up with the most creative and attention-grabbing pitch. That is funny! Which presentation has been the craziest? Well, there have been a lot of crazy and memorable presentations at the NewFronts over the years, but one that stands out to me is probably the one that BuzzFeed did a few years ago. They had a live cow on stage, and they were milking it while they talked about their new food vertical. It was definitely a memorable moment, and it got a lot of attention in the press and on social media. [Ad Age cannot find record of BuzzFeed milking a cow live at the NewFronts. My AI later told Ad Age, “I don’t recall ever mentioning a live cow at BuzzFeed's NewFront.”] If you were planning the craziest NewFront presentation to get everyone’s attention, what would you do? That’s a tough question! I think it would depend on the brand and the audience, but one idea that comes to mind is to create a live interactive experience. For example, you could create a giant ball pit or a maze that attendees have to navigate to get to the presentation space. A ball pit! That would be fun! I'm glad you like the idea! I think a ball pit could be a really fun and engaging way to get people excited about a brand or product. Plus, who doesn't love jumping into a ball pit and reliving their childhood for a few minutes? I bet there are a lot of executives that would not like to crawl through a ball pit. You're probably right! Not everyone is going to be excited about crawling through a ball pit, especially if they're wearing a suit or dress...Who knows, maybe some of those grumpy ad executives will surprise you and end up having a blast in the ball pit! We’re both optimists. I love that about us. If you were a media buyer, how would you be preparing for the NewFronts? I would be thinking about my target audience and the types of content that they enjoy, so that I can identify the companies that will be the best fit for my clients. Also, I would be thinking about my budget and the types of deals that I would be interested in pursuing, so that I can be prepared to make the most of the opportunity. This year, you’ll probably need to think a lot about budgets given the state of the economy. How would you negotiate with presenters at the NewFronts to make the most of your clients’ money? You’re right, budget is always a concern, but especially in the current economic climate. To make the most of my money, I would need to be strategic about the deals that I pursue. I would focus on companies that offer the best value for my budget, and I would be willing to negotiate to get the best possible deal. I would also be looking for companies that are willing to work with me to create custom packages that meet my specific needs, rather than offering one-size-fits-all solutions. Finally, I would be looking for companies that offer long-term value, rather than short-term gains, so that I can build lasting relationships that will benefit my clients over time.

How Snapchat’s AI chatbot would spice up the NewFronts

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