- PETALING JAYA: Despite the development of new technologies, the creative thought process is still the distinguishing feature of advertising.
- Agency executives agreed that cutting-edge technology like virtual reality (VR), augmented reality (AR), and artificial intelligence (AI) should be seen as enhancing rather than reducing innovation in the advertising sector.
- Augmented Reality (AR) is a technology that works with both desktop and mobile devices, fusing the digital and physical worlds.
- VR and AR vary primarily in that VR is a computer-generated simulation.
- It indicates that a graphic representation of reality or another universe is created.
- Chief executive officer of Media brands Content Studio Stanley Clement told Star Biz that the creative sector has been touched by new technological improvements such as artificial intelligence (AI), expanding on how these developments first affected the advertising industry.
- He acknowledged that at first there was a little decline in demand for the products as everyone could now “do it yourself” thanks to the development of artificial intelligence.
- He claimed that because everyone had this mentality, businesses were vying to see “who can churn out visuals the fastest,” attempting to leverage free AI tools and internal resources to meet their demand.
- Thankfully, people began to realize that these are only tools and lack any advantage without the creative thought process, according to Clement, who also added that this has led to a renewed focus on the significance of creative thinking and intent.
- Nevertheless, the creative industries have benefited from the influence of technologies since they have made it possible to develop better and far more engaging brand and customer experiences.
- “With our client Ford, for example, we pushed the boundaries of a typical automobile test drive experience by utilizing the power of virtual reality to illustrate first-hand all the safety features of the Ford vehicles through a crash test drive.
- The emergence of new technologies has allowed us to be more creative and do things that were not possible in the past.
- With augmented reality (AR) in place today, for instance, we may merge the actual environment with digital content to provide end users or customers with an engaging experience.
- In the realm of augmented reality, he noted, “that can unleash lots of new ideas among the creative community, helping brands build their presence.”
- “We should expose ourselves to AR for the readiness of this new technology, even though it will take some time to get popular in terms of pricing and technology adoption”, Serm continued.
- Southeast Asian nations are home to clients of the regional marketing technology company Antsomi.
- In the meanwhile, Prashant predicted that for the next three to five years, the advertising sector will be “remade.”
- However, since brand image and relevance are being harmed, the focus shouldn’t stay on efficiencies and the lower funnel.
- “I think brand-centered projects will soon be making a resurgence, and hopefully more chances for creativity and storytelling to take its proper place at the core of brand building,” the speaker stated.
