Abstract: Data is no longer just the input that informs and measures a consumer’s brand experience; it is increasingly the product, the content, and even the campaign with its own creative identity.
AI and machine learning is transforming vast reams of raw data into a whole new breed of brand engagements and disrupting the way brands are connecting with their consumers. Data now has a face, voice, a look and a language that speaks to consumers in a precise way. For creators, that means the old rules of creativity no longer apply. What does the creative process look like in this new landscape? As brand guardians, how can we win consumers hearts with these innovations? What are the challenges and pitfalls of operationalizing these initiatives? The discussion will be based on real world successes and challenges.
Bio: Amy Chen is building a community of practice in innovation and entrepreneurship at NYC Media Lab. She connects industry executives with university faculty and students.