VivaTech 2024: A Drama Queen Perspective
Attending VivaTech 2024 was incredibly inspiring and really reinforced our passion for innovation and tech. For an agency like ours, staying updated through events like this is vital. As a result, we’re excited to share some of the most inspiring insights and trends we observed that will shape the near future.
AI and automation require a shift in skills
VivaTech showcased numerous advancements in AI and automation. Companies like L’Oréal, Meta, LVMH, and OpenAI demonstrated how AI is transforming industries, from beauty to logistics. Notably, Mohamed Kande, Vice Chairman of PwC, and Kweilin Ellingrud from McKinsey Global Institute shared their insights on AI’s impact on the workforce. They highlighted significant shifts in competencies, moving from productive skills to a future workforce that will increasingly need technological, social, emotional, and higher cognitive skills.
Creativity enhancing productivity
Scott Belsky, Adobe’s Chief Strategic Officer, emphasized how AI extends creativity beyond artistic expression to become a critical driver of productivity and innovation across all industries. He underscored the importance of viewing creativity as a fundamental component of productivity, promoting a culture where creative processes and tools optimize workflows, enhancing collaboration efficiency.
Belsky also discussed a transformative shift in workplace dynamics, where creativity is increasingly recognized as crucial for career progression. This shift fosters a rise in creative confidence, supported by accessible tools and technologies that empower a broader range of individuals to engage in creative endeavors. There’s a strong push towards democratizing creative expression, making creative tools and platforms available to everyone, enabling diverse and widespread participation. Today, you can tell your own story using visuals and video, without relying on others.
AI is changing the way we tell stories
A keynote from Typeface discussed AI’s transformative impact on storytelling and creativity. AI is fundamentally changing how we interact with technology. With significant investments in foundational AI platforms, new storytelling mediums like image and video have become more accessible, democratizing creativity. This allows smaller entities to compete with larger organizations.
AI is also breaking down traditional workplace barriers, fostering cross-functional collaborations, and enabling a more inclusive ideation process. Furthermore, AI is unlocking a new level of personalization, allowing brands to tailor their narratives for specific audience segments on a massive scale. Additionally, AI’s capacity for adaptive learning enables campaigns to evolve in real-time, continuously improving based on feedback, insights, and data.
Touchpoint-centric marketing strategies
It’s evident that marketing strategies are evolving from a discipline-focused approach to a touchpoint-centric approach, emphasizing every interaction with consumers. This shift recognizes that each touchpoint—whether it’s an ad, social media post, or customer service interaction—plays a crucial role in shaping the customer experience. Successful brands utilize this approach, combined with AI, to create seamless, hyper-personalized experiences across all channels, building stronger connections with their audience.
Our reflections
One of the most interesting aspects was seeing how AI can be used beyond the obvious applications like synthetic photography and video. Hyper personalization, sales support, or assistants with instant access to knowledge from different departments within a company are just a few examples.
The concept of touchpoint-centric marketing resonated deeply, emphasizing the importance of adapting to consumer behaviors and delivering cohesive experiences. This aligns perfectly with our approach at Drama Queen, fusing communication and tech with creativity.
VivaTech 2024 was a reminder of the rapid pace of innovation and the endless possibilities it brings. We aim to develop abilities in adaptability, storytelling, and our creative perspective on implementing new tech even further. These trends will undoubtedly shape our near future, and at Drama Queen, we’re eager to explore how we can integrate them into our work to benefit our clients.
How do you see these trends influencing your marketing strategies? Do you have questions about how AI could work for you? Let’s collaborate and share ideas.
