Innovation: Marketing Firm Introduces Residency Program for Gen AI Creators

Marketing Firm The Brandtech Group Launches Program for Gen AI Creators

The Brandtech Group , a marketing firm , is introducing a residency program for artists and creators specializing in generative AI tools . The program aims to help brands create ads using tools like Midjourney and ChatGPT . The first creators participating in the program are Ryan Phillips , Salma Aboukar , and James Gerde . The Brandtech Group is specifically seeking creators with expertise in areas like texture , photorealism , animation , video , and character consistency.

Rebecca Sykes , partner and head of emerging tech at The Brandtech Group , highlighted that the program is designed to explore the capabilities of Gen AI beyond just making ads more efficient . The company plans to collaborate with creators even after the residency ends . The program is being run by The Brandtech Group 's influencer - marketing firm Collectively , with plans to bring in more groups of gen AI creators.

Creators Experiment with New Gen AI Tools for Marketing

Ryan Phillips , a video producer known for his work with gen AI tools under the Uncanny Harry account , is participating in the program . He mentioned enjoying the process of combining different gen AI tools like Luma and Runway . Phillips is currently working on an ad for a fictional energy drink for gamers using gen AI storyboarding . He believes that gen AI can help marketers save resources in creating campaigns.

Despite concerns from some marketers about the use of gen AI in advertising , The Brandtech Group is confident in its approach . The company helps brands navigate legal issues and choose the right tools for their specific needs . Each brand may have different standards for using AI based on their industry and market position.

Agencies Implementing Custom AI Strategies for Ads

While gen AI presents new opportunities for ad creation , it has become a contentious topic among marketers . Issues like copyright infringement and replicating human work too closely have led some agencies to ban consumer - facing ads created with gen AI . However , The Brandtech Group is not deterred by these concerns . The company ensures that brands understand the tools being used and can control the data being utilized for AI models.

Overall , The Brandtech Group 's initiative with gen AI creators and tools demonstrates a proactive approach to integrating Artificial intelligence into marketing strategies . By working closely with creators and brands , the company aims to leverage gen AI to enhance the efficiency and effectiveness of advertising campaigns.