Latest news with #AIFirst
Business Insider
6 days ago
- Business
- Business Insider
Sam Altman said AI would replace 95% of ad agency work. 3 top creative directors say AI has won them lucrative business.
Don't sound the death knell for ad agencies yet. Artificial intelligence threatens to upend the ad agency sector. Ever-improving tools are shortening the time it takes to produce logos, online ads, and even movies. In the soon-to-be-published book "AI First" by Adam Brotman and Andy Sack, OpenAI CEO Sam Altman is quoted as saying, "95% of what marketers use agencies, strategists, and creative professionals for today will easily, nearly instantly, and at almost no cost be handled by AI." The agency world thinks differently. BI spoke to three top creative directors, who said AI is fueling a creative boom and that the technology doesn't portend an ad agency extinction event. Instead, they're using AI to more efficiently pitch big ideas and to expand their services into areas like content optimization. It's Don Draper from "Mad Men," on steroids. "AI can be an incredible creative tool, and if we keep getting in our own way of fearing it, it'll only date us," said Elena Knox, executive creative director at BBDO New York, which works for clients like M&M's, Wells Fargo, AT&T, and St-Germain. Knox said she's using AI to sell ambitious concepts to clients. She and her team used tools like Midjourney to bring to life a vision of an office where tree growth exploded into it before landing the viewer in a forest in the form of a GIF. It convinced the client to invest a multimillion-dollar production budget for shoots in New Zealand and Bulgaria. "Before you would have had to spend hours comping that, and the image wouldn't have existed," Knox said. "In AI, we were able to make a quick GIF of it and show the clients: this is what we want to film." In a separate pitch, Knox and her team used AI to create a realistic voiceover that convinced the client they needed to invest in that particular celebrity. In yesteryear, the agency might have needed to create a multi-page pitch deck to showcase why the celebrity was relevant, include their latest movies and social media followings, and perhaps call in the celebrity or a voice impersonator for testing. "What AI allowed me to do was show the client what it felt like," said Knox. "There's nothing like hearing the thing and being like, well, I can't unhear that." Trading celebrity glamour for an AI 'GOAT' AI can come to the rescue when lavish celebrity shoots are off the cards, too. Reckitt-Benckiser's laundry detergent brand Woolite was famed in the 1970s through the 1990s for using megastars of French cinema in its advertising. But when Woolite asked its creative agency, BETC, to relaunch the brand in France this year, the budget was more constrained than in decades past. Still wanting to maintain the brand's celebrity cachet, BETC used AI to create a new brand character: the Fluffy GOAT. A play on the "greatest of all time" moniker, the superstar goat is seen globetrotting on a speedboat, private jet, and in a limousine. Alasdhair Macgregor Hastie, executive creative director at BETC, said the campaign was delivered in six weeks, compared to the three to six months that in-person productions featuring big celebrities would ordinarily take. "AI to me is something that can only enhance what we do. I'm old enough to remember when Photoshop came in and people were wailing and moaning it was the end of advertising," Macgregor Hastie said. "Photoshop became a tool, and if we don't adapt to the new tool then the new tool is going to take over." For all its attributes, AI still presents clear challenges to the ad agency business model, in which companies tend to bill clients based on the number of full-time equivalent employees that are devoted to their accounts. Martin Sorrell, the executive chairman of the advertising company S4 Capital, told analysts on a recent earnings call that agencies like his were adapting their commercial models in some cases to be "on the basis of assets or outputs delivered." It reflects how AI is reducing the time it takes to manage and produce campaigns. The creative directors BI spoke to also said there were open questions about how the industry would continue to nurture early career talent, now that many junior tasks can be automated. Eric Wegerbauer, chief creative officer at TBWA, said the availability of AI tools is changing the scope of work the creative agency is pitching. It recently won a big piece of work that was all about content optimization across different formats and countries. TBWA also recently devised an idea for a campaign that would deliver close to 1 million personalized variations of an ad to target individual customers. "You'd just never ever, ever do that without AI," Wegerbauer said.
Fintech News ME
23-05-2025
- Business
- Fintech News ME
Google Launches Second AI Accelerator for MENA-T Startups
Google has announced the launch of its second 'Google for Startups Accelerator: AI First' programme for the Middle East, North Africa, and Türkiye (MENA-T). The 12-week, equity-free initiative is aimed at supporting promising Seed to Series A startups that are developing AI solutions, offering access to infrastructure, tools, and expert guidance to help scale their technologies. The MENA-T region is increasingly being recognised as a growing centre for AI innovation, with broad applications across a range of industries. According to PwC, AI could contribute up to US$15.7 trillion to the global economy by 2030. McKinsey estimates that Gulf Cooperation Council (GCC) countries alone could see gains of up to US$150 billion. Investment in AI across the region is also on the rise, with Wamda reporting that the share of AI-related startup funding more than doubled between 2023 and 2024. PwC further forecasts that the region could benefit from US$320 billion, approximately 2 percent of the global economic impact of AI, by 2030. Commenting on the programme, Abdul Rahman Al Thehaiban, Managing Director for MENA-T at Google Cloud, said: 'The incredible momentum of AI development in the Middle East, North Africa, and Turkiye region presents a unique opportunity to foster a new wave of technological advancement. Google Cloud is committed to providing a robust and scalable platform for AI innovation. Our aim is to equip these pioneering companies with the cloud infrastructure and expertise necessary to optimise their AI workloads and accelerate their growth trajectory in this dynamic field.' Anthony Nakache, Managing Director at Google MENA, added: 'With the 'Google for Startups Accelerator: AI First' programme, we are dedicated to providing targeted support to innovative startups, helping them access Google's best resources to solve complex challenges and scale their impactful AI-driven solutions globally.' Startups selected for the programme will receive Google Cloud credits to support the development and deployment of their AI technologies. The programme includes technical mentorship from Google Cloud engineers and solution architects, focusing on optimising cloud infrastructure for AI workloads. It also offers workshops on Google Cloud's AI and machine learning tools, data analytics, and serverless computing, alongside sessions on go-to-market strategy, product development, and leadership. Participants will also have access to a network of investors, industry experts, and potential partners. apply by 16 June 2025.
TECHx
22-05-2025
- Business
- TECHx
Google Launches AI First Program for MENA-T Startups
Home » Startups » Google Launches AI First Program for MENA-T Startups Google has announced the launch of its second 'Google for Startups Accelerator: AI First program. The initiative targets startups in the Middle East, North Africa, and Turkiye (MENA-T). This 12-week, equity-free accelerator supports Seed to Series A startups. It aims to help those using artificial intelligence to scale and succeed. The program offers selected startups access to essential infrastructure, tools, and expertise. Google Cloud will provide AI-specific support to help participants grow. The MENA-T region is quickly becoming a major hub for AI innovation. PwC estimates AI could contribute $15.7 trillion to the global economy by 2030. McKinsey projects up to $150 billion of that could come from the GCC. Regional AI investment is also rising. According to Wamda, its share of total startup funding more than doubled from 2023 to 2024. PwC further reported that MENA-T could gain $320 billion, or 2% of global AI benefits, by 2030. Abdul Rahman Al Thehaiban, Managing Director of MENA-T, Google Cloud, revealed that the region's AI momentum presents a major opportunity. He said Google Cloud is committed to offering a scalable platform for innovation. He added that the goal is to help startups optimize AI workloads and accelerate growth. Anthony Nakache, Managing Director of Google MENA, stated the program offers targeted support. He said it helps startups access Google's top resources to solve complex challenges. Startups accepted into the program will receive: Google Cloud credits to develop and deploy AI solutions Expert mentorship from Google Cloud engineers and architects In addition, the program will include AI-focused workshops. Topics will cover machine learning, data analytics, serverless computing, and go-to-market strategies. Leadership and business growth sessions will also be provided. Participants will also get networking access to investors, partners, and industry leaders. Google has encouraged eligible startups to apply for the AI First program by June 16, 2025. Applications are open on the Google for Startups website.
Web Release
22-05-2025
- Business
- Web Release
Google Announces Second 'AI First' Accelerator for Startups in Middle East, North Africa, and Turkiye to Bolster Regional AI Innovation
Google announced the launch of its second 'Google for Startups Accelerator: AI First' program for the Middle East, North Africa, and Turkiye (MENA-T). The 12-week, equity-free program is designed to empower the most promising Seed to Series A startups that are harnessing the power of artificial intelligence, providing them with the essential infrastructure, tools, and expertise to scale and succeed. The MENA-T region is rapidly emerging as a significant hub for AI innovation, driving transformative change across various industries. Highlighting this potential, PwC estimates AI could contribute $15.7 trillion to the global economy by 2030, with McKinsey projecting up to $150 billion for GCC countries alone. Regional AI investment is also accelerating, with its share of total startup funding more than doubling year-over-year from 2023 to 2024, according to Wamda reports. PwC further expects the region to accrue US$320 billion, or 2 percent of the total global benefits of AI, by 2030. 'The incredible momentum of AI development in the Middle East, North Africa, and Turkiye region presents a unique opportunity to foster a new wave of technological advancement,' said Abdul Rahman Al Thehaiban, Managing Director, MENA-T, Google Cloud. 'Google Cloud is committed to providing a robust and scalable platform for AI innovation. Our aim is to equip these pioneering companies with the cloud infrastructure and expertise necessary to optimize their AI workloads and accelerate their growth trajectory in this dynamic field.' Anthony Nakache, Managing Director, Google MENA, said: 'With the 'Google for Startups Accelerator: AI First' program, we are dedicated to providing targeted support to innovative startups, helping them access Google's best resources to solve complex challenges and scale their impactful AI-driven solutions globally.' The 'Google for Startups Accelerator: AI First' MENA-T program provides selected eligible startups with Google Cloud credits to accelerate the development and deployment of their AI solutions. Participants will benefit from expert technical mentorship from Google Cloud engineers and solution architects to optimize cloud infrastructure for AI workloads. The program also includes AI-focused workshops on Google Cloud's AI/ML capabilities, data analytics, and serverless computing, alongside workshops on Go-To-Market strategies covering product design, business growth, and leadership development. Crucially, the accelerator will offer extensive networking opportunities with a curated network of investors, potential partners, and industry leaders. Seed to Series A startups in the MENA-T region building AI-first solutions are encouraged to apply for the 'Google for Startups Accelerator: AI First' MENA-T program by June 16th, 2025, through the Google for Startups website. For further details on the program and the announcement, please refer to the official Google Arabia blog post:
Business Wire
20-05-2025
- Business
- Business Wire
Cognite Announces New Leaders to Continue Driving AI Innovation and Accelerate Industrial Value Realization
PHOENIX--(BUSINESS WIRE)-- Cognite, the global leader in industrial AI, today announced two strategic appointments to deliver more innovation with the AI ecosystem and customer value: Co-founder Geir Engdahl, as Chief Technology Officer, AI, and James Sirota as Global Head of Engineering. Engdahl will lead the company's AI First technology strategy. Sirota will spearhead the worldwide engineering functions, driving the rapid delivery of new capabilities and scaling of Cognite's industrial AI and data platform Cognite Data Fusion® and the transformative industrial workbench Cognite Atlas AI™. "Cognite is raising the bar on the next generation of AI First technology and development in order to help companies achieve more of their AI transformation goals and business outcomes." - Girish Rishi, CEO, Cognite Since the company's founding, Engdahl has been pivotal in creating the only scalable and open AI platform specifically built for the demanding range and volume of industrial data. Cognite's unique architecture and capabilities have enabled customers to reap significant ROI from increasing production, reducing downtime, and accelerating sustainability. In this new role, he will return to his disruptive founder roots to extend Cognite's AI technology to deliver more real-time intelligence from any data, on any hyperscaler, and leveraging any LLM at scale. Sirota joins Cognite as the company aggressively accelerates its delivery of intelligent, AI-powered applications to unlock the true potential of industrial data for decision-makers and domain experts across manufacturing, energy, and power generation verticals. Cognite's solutions are the key to enabling AI by liberating data from silos and making it AI-ready, forging a path towards real-time, scalable agentic AI-driven operations. "Cognite is raising the bar on the next generation of AI First technology and development in order to help companies achieve more of their AI transformation goals and business outcomes. We welcome James to our executive team at such a transformative time for both Cognite and the industrial sector," said Girish Rishi, CEO at Cognite. "James' proven expertise in scaling engineering organizations and delivering AI-powered platforms, combined with Geir's innovation leadership and our previously announced CPO Chirayu Shah's product vision, will be vital as we continue to expand our global footprint and help industrial companies realize even more value from agentic AI, their industrial data and operations." "I am thrilled to lead the charge for this next phase of AI innovation," said Geir Engdahl, CTO, AI at Cognite. "Being at the forefront and co-innovating with the global hyperscalers and LLM providers will unlock more value from agentic AI and all industrial data that are uniquely accessible in our platform." Engdahl previously founded Snapsale in 2011, a classifieds AI startup. He led the company as CEO and CTO until the company was acquired by Schibsted in 2017. He also served as a senior software engineer for Google where he developed AI capabilities for targeting and conversion optimization in their advertising systems. Engdahl has a master's degree in computational science from the University of Oslo and received a silver medal from the International Olympiad in Informatics. "Industrial enterprises generate enormous volumes of operational data, but often struggle to extract meaningful insights from it," said James Sirota, Global Head of Engineering at Cognite. "They need a robust platform to explore this data effectively, combined with powerful AI capabilities to identify trends and insights more efficiently. What drew me to Cognite was how their products address this exact challenge. Cognite is not only solving deeply technical problems—it's solving meaningful ones for the industrial sector. My job is to make sure our engineers are equipped, empowered, and inspired to deliver products that transform how the industrial sector works." With over 20 years of leadership in software engineering and AI, Sirota brings a combination of technical depth and global execution excellence to Cognite. Having previously led engineering organizations at AWS, Cloudera, and Cisco, he brings extensive experience scaling enterprise software platforms and high-performing global teams. His passion for building cohesive, empowered engineering teams and high-scale platforms aligns directly with Cognite's vision. As the company continues its rapid global expansion, Sirota's leadership will be central to delivering innovative, AI-driven solutions that power the future of industry. About Cognite Cognite makes GenAI work for industry. Leading energy, manufacturing, and power & renewables enterprises choose Cognite to deliver secure, trustworthy, and real-time data to transform their asset-heavy operations to be safer, more sustainable, and profitable. Cognite provides a user-friendly, secure, and scalable platform that makes it easy for all decision-makers, from the field to remote operations centers, to access and understand complex industrial data, collaborate in real-time, and build a better tomorrow. Visit us at and follow us on LinkedIn and X.
