AI, Tool or Revolution?

At a colloquium organised by IPMARK to discuss the The impact of AI on the creative industry, Vanesa Landa, director of MIG Prisma's Madrid office, shared our organisation's experience and perspective on one of the current hot topics with attendees.

The colloquium revolved around a central idea: «AI: Revolution or Tool?» Vanesa Landa expressed our organisation's view: “We believe that" Artificial intelligence is a tool that accelerates the next great revolution.. It's an extremely stimulating time for experimentation. In our agency, we're using AI as a new colleague in the company. We're focusing on understanding how to get the best out of it to complement our teams' capabilities and from the rest of the technologies we use, with clear contributions in some fields where we are fundamentally managing to reduce time on low value-added tasks, allowing us to focus on more relevant ones. All of this, without barriers, without fear, but knowing the role it currently plays and the advantages it brings to our clients.

Our company views the adoption of AI-based solutions as an opportunity to achieve more effective results., provide personalised services and better adapt to the demands of an ever-changing market. We are not unaware of the debate that concerns some parts of the industry about its impact, but overall we see AI as a technology that can enhance and improve the way we work and serve our clients. With intelligent algorithms and machine learning capabilities, AI can analyse large volumes of data and extract valuable insights for strategic decision-making.. It also allows for the automation of repetitive tasks, enabling our teams to focus on more creative and strategic activities. We are witnessing an evolution in the way advertising is conceived, created, and executed.

Nevertheless, we do express our concern regarding ethical considerations, especially concerning data privacy and the use of AI algorithms to manipulate consumers. This is where the industry must focus its attention and lead an ethical and responsible use of these technologies.

In conclusion, at MIG, we firmly believe that AI is a powerful tool that enhances human creativity, and what we must do is make the most of the opportunities that this technological revolution offers our industry to continue providing Innovative and strategic solutions, fusing artificial intelligence with the talent of our team.

Thanks to IPMark for inviting us to share our position on this exciting new ally.