Join Matt Cosad, Head of Data & Analytics for The Kraft Heinz Company and Co-Lead for their in-house creative agency “The Kitchen”, to explore lessons learned from their Generative AI use cases. Matt and the team were quick to experiment with these new tools to uncover value and new opportunities for efficiencies and during this session he’ll share what they’ve learned along the way; the good, the bad and the confusing.

• Identifying the right use cases for Generative AI to solve problems for your enterprise
• Working with data science and prompt-engineering to finetune models in-house
• Understanding challenges and concerns with brand identity across Generative produced content & creative assets
• Examining time expenditure and cost in pre and post production
• Impact of Generative AI for organisational change and your team design

One of the primary challenges for marketing leaders is how to comprehensively incorporate your unique brand identity into Generative AI. How can you be confident that your customer-facing Generative AI will be a brand asset for your organisation and secure it from being “broken” by users. In this session, explore the crucial considerations when designing AI-based products, ensuring they are effective, delightful, and trustworthy:

• Crafting enjoyable experiences and solving real problems: Transform AI from a functional tool into a captivating experience, adding a touch of “magic” to make interactions memorable
• Reflecting brand identity using AI to ensure a consistent and compelling brand presence across all customer touchpoints
• Building familiarity and trust in AI systems, from maintaining transparency to designing relatable AI personas
• Examine ways to simplify interactions with AI and help users to craft effective prompts, enhancing their engagement and success with the AI
• Exploring methods to mitigate the risks of AI, ensuring the safety and reliability of your AI product
• Designing ethical AI products that are impartial, transparent, and equitable, with a strong focus on user well-being and data privacy