How Executives at Adobe, Uber, Diageo and TBWA Are Using Generative AI Today

Adweek's roundtable discussed the potential of the tech on in-housing, brands and production

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After years of talk about the power of artificial intelligence, it was the sudden impact of generative AI earlier this year that got the global marketing community to sit up and take notice.

The conversations have ranged from work efficiencies to existential crises, and everything in between. On the final day of the 2023 Cannes Lions festival, Adweek gathered a group of creative executives to get their thoughts and expectations of AI.

The four executives were:

  • Renato Fernandez (RF), chief creative officer at TBWA\Chiat\Day Los Angeles
  • Danielle Hawley (DH), global executive creative director for Uber
  • Chris Duffey (CD), strategic development manager, Adobe Creative Cloud
  • Mark Sandys (MS), chief innovation officer, Diageo

Adweek: Where will creativity come from in the future? Will it come from brand-prompt engineers or new roles that emerge?

DH: Because I’m a neophyte who is just taking my first couple steps into...



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