AI Tools Are Integrating Further into Agency Operations
The Growing Impact of Generative AI in Marketing Agencies
Generative AI tools are increasingly integrating into various agency functions, primarily providing valuable benefits in terms of saving time and reducing costs for creative processes. A notable example of this trend comes from the Brandtech Group’s Pencil unit, which focuses on leveraging AI-driven creative marketing solutions for its clients.
Collaboration with Google: Enhancing Creative Output
Pencil has partnered with Google to incorporate its advanced video generation tool, known as Veo 2, into its marketing solutions. This powerful integration allows Pencil to utilize Google’s cutting-edge AI models, such as Gemini for text generation and Imagen 3 for image creation, alongside the Google Cloud’s ABCD framework for asset analysis. The goal is to empower marketers to create and distribute high-quality, AI-driven content effectively and on a larger scale.
Real-Time Applications in the Airline Industry
Pencil, in conjunction with its sister agency Jellyfish, has already implemented Veo 2 for Japan Airlines (JAL). The airline aimed to enhance the quality of its in-flight entertainment, and Pencil rose to the challenge by developing a series of AI-generated films. These films are now shown on passengers’ seat-back screens on specific flights, promoting tourism in Japan and showcasing its diverse attractions.
Enhancing Marketing Quality
Will Hanschell, the CEO and co-founder of Pencil, emphasizes that AI technologies like Veo 2 significantly elevate the quality of marketing campaigns. “The resources made possible by this technology mean that even marketing displayed on small screens, such as those in aircraft, can be vastly improved,” Hanschell explains. This enhances not only the brand’s appeal but also provides more relevant content to passengers based on the season and their specific journeys.
Engaging Travelers with Unique Content
Japan Airlines’ managing director of global marketing, Minako Kent, highlights the potential of these AI tools. “We always seek ways to help travelers create memorable itineraries and learn about Japan’s unique experiences. The Google Gemini models enable us to draw inspiration from the incredible variety of Japanese destinations, allowing for a deeper engagement with our customers,” she notes.
Efficient and High-Quality Content Generation
A significant advantage of using Veo 2 lies in its ability to produce high-quality video content quickly. This tool generates impressive results from simple text and image prompts. The entire creative workflow, from the initial concept to the final product, can be completed in under 15 hours, thanks to the collaborative efforts of Brandtech group members, including Jellyfish and Pencil.
Hanschell refers to Veo 2 as “the first commercially-available video generation model backed by Google’s enterprise-level policies,” ensuring that marketers can generate real-world advertising content confidently. Notably, this innovative approach aligns with the fast-paced nature of modern marketing.
The Role of Human Oversight
While the technology delivers impressive results, Hanschell clarifies that human oversight is essential in the creative process. This oversight is instrumental in preventing any inaccuracies or ‘hallucinations’—a common issue in AI-generated content. Nevertheless, he notes advancements in AI are leading to fewer of these occurrences.
Success Metrics from Pilot Programs
According to a source close to Pencil, Google’s marketing teams have conducted over 50 pilot projects with Pencil. These efforts yielded around 25,000 final assets from nearly 80,000 content generations. The results have been remarkable, showing a 20-30% reduction in time and costs for high-quality creative projects and even more astounding savings of 80-90% for large-scale campaigns.
Lisa O’Malley, senior director of industry products and solutions at Google Cloud, reinforces this sentiment, noting that AI is fundamentally changing how agencies can serve their clients. At the Google Cloud Next 25 event, she showcased some of Jellyfish’s innovative work for Japan Airlines, underlining the transformative potential of AI in marketing.
Generative AI tools, such as Google’s Veo 2, are revolutionizing the marketing landscape, paving the way for more efficient and engaging creative strategies in various industries.
