For the professional, AI can be useful, but, depending on the campaign, in the healthcare sector, the human approach is irreplaceable, since advertising agencies specialized in the medical field need to comply with several rules to guarantee the ethics and security of campaigns, imposed even by ANVISA (Health Surveillance Agency).
The executive emphasizes that the healthcare sector has specific characteristics and regulations that need to be followed to ensure the safety and effectiveness of the messages transmitted. “Some of the main rules include the need to provide accurate and verifiable information about products and treatments,” she says. Therefore, the advertiser sees the adoption of AI strategies as a complement to the work already carried out, but not as a substitute action.
Currently, there are plenty of reasons to understand that society is living in the midst of a new process of transformation – Industrial Revolution (c.1760 – c.1840); Second Revolution (c.1850 – c.1945) and Digital Revolution (after 1950) – and is dealing with the possibility of automated processes not only executing, but creating and making decisions.
This is where the DAM (Digital Asset Management) solution ivory coast whatsapp data comes in, which uses AI to centralize digital campaigns and materials. For Adalberto Generoso, co-founder and CEO of Yapoli, a reference in digital asset management in Brazil, the results from AI within the sector are already a reality.
“It is necessary to understand the ecosystem with the following structure: Brands (market demand); Advertising agencies (business facilitator); MarTechs (AI operator and methodology); Infrastructure and hardware (cloud and processing). In this way, it is possible to understand that business-oriented technological trends require a close relationship between brands, agencies and martechs”, he details.
According to Generoso, the same intelligence that optimizes and enhances brand management will qualify and expand the creative capacity for new campaigns to be developed through continuous machine learning. Generative artificial intelligence has the ability to create new information from pre-existing data sets. “We are talking about a radical transformation in the way humanity works and how the creative process will undergo unprecedented changes, significantly increasing debates about the fine line between art, technology and ethics,” reinforces the CEO.
The executive also highlights how important the DAM solution is in this new market scenario. “If a brand wants to reap the benefits of AI, it needs to have its own collection. That’s why Yapoli has its own AI, which generates automation and a computer vision concept known as bounding box, capable of recognizing elements, characteristics, people, brand owners and much more, making searches extremely agile and generating qualified information that could serve as creative insights in the future,” concludes Generoso.
Regulation of technology
Even though it is a growing tool, situations like the one in the Elis Regina commercial question the lack of regulation in the sector, so that the use of the tool is done in a more ethical manner. In Brazil, there is a bill that aims to regulate the development and use of the technology presented by the president of the Senate, Rodrigo Pacheco (PSD-MG), and drafted by a committee of legal experts. PL 2338/2023 defines certain parameters for monitoring, in addition to establishing rights for people affected by the tool.
In this sense, for the Chief Strategy & Innovation Officer at iD\TBWA, the regulation will help in the better development of a tool that has already proven to be very useful to the sector. “AI for creating texts and images, that is, the basis of creative advertising content, is still in the experimental phase, with initiatives gaining notoriety and maturity, but still in a very restricted way due to technical barriers. I believe that, with the regulation, the technology has the potential to advance in other tasks that still require time from talents, such as choosing and processing images, illustrations and layout, to more complex processes such as reference research, suggesting graphic elements and fonts, understanding the communication of competitors in a given market and much more”, he adds.