7 min read

June 27 2023 - AI, Entertainment & Ryan Reynolds

June 27 2023 - AI, Entertainment & Ryan Reynolds

👋Happy Tuesday everyone. We've got the usual suspects today with a dose of the most influential man in modern entertainment/advertising (the one and only Ryan Reynolds). Let's get into it –

📰
Top Stories

Mark Zuckerberg and Sam Altman have expressed their support for government oversight of artificial intelligence after discussions with European Commissioner Thierry Breton. They agree with the EU's regulation of AI, including its risk-based approach and measures like watermarking. Altman praised the European institution for taking AI seriously and expressed OpenAI's willingness to comply with European regulations. Nick Clegg, Meta's president of global affairs, also voiced support for the objectives of the AI Pact and emphasized the importance of tech companies being transparent about their AI work. During his visit to Meta, Breton acknowledged the company's preparation for Europe's new content moderation rules but requested a stress test of its systems. Zuckerberg agreed to a test in July, and Meta has around 1,000 people working on implementing the Digital Services Act. Breton urged Zuckerberg to allocate more resources to combating disinformation and addressing child safety concerns.

✏️
Rundown
  • The Verge and Vox Media have released the results of their latest "Trust Survey" on consumer attitudes towards artificial intelligence. The survey, conducted in partnership with The Circus consultancy, aimed to understand how adult Americans are using and thinking about AI. Highlights from the study include the finding that one in three Americans over the age of 18 has already used generative AI tools, and 44% of Americans surveyed have been in conversations where AI was mentioned several times a week. Respondents expressed the desire for clear disclosure of AI usage in digital content and recognized the need for significant societal changes to adjust to a post-AI world. The survey also found that two-thirds of Americans have a strong interest in the topic of AI and believe it will have a significant impact compared to other new technologies.
  • During the Cannes Lions International Festival of Creativity, Paramount threatened to drop Nielsen as a TV measurement currency unless it receives certification from the Joint Industry Committee (JIC). Paramount's president of advertising, John Halley, stated that they would only support measurement companies that receive JIC certification, with their intention being to not support any alternative requirements process. The JIC is working on developing a privacy-safe clean room for streaming audience data sharing among major companies, and Halley predicts that it will be ready by the end of the year.
  • Michel de Rijk, the CEO for APAC of S4 Capital, has announced his resignation after almost five years with the agency. In a LinkedIn post, de Rijk cited a desire to "refocus on other aspects of his life" and the toll of the company's growth during the pandemic as reasons for his decision. He mentioned the emotional impact of extended lockdowns, travel restrictions, and personal losses. De Rijk highlighted the accomplishments of S4 Capital during his tenure, including launching a new company, acquiring multiple companies, and significant business growth. However, he expressed that the cost of these achievements had depleted his energy and affected his personal life and well-being. De Rijk plans to take time off before exploring new opportunities. MediaMonks co-founder Ignacio Liaudat and MightyHive managing director Kenny Griffiths will lead S4 in APAC temporarily while a replacement is sought. S4 Capital confirmed de Rijk's departure and stated that he will remain in his role until September.
  • WPP is partnering with Nvidia, a tech company specializing in artificial intelligence, to transform itself into an AI company. In a recent interview, WPP CEO Mark Read and Nvidia co-founder Jensen Huang discussed their collaboration and the future of creativity. They highlighted the lightning-fast advancements in generative AI tools, many of which utilize Nvidia's chip technology. The partnership aims to develop a generative AI-enabled content engine called Nvidia Omniverse, which will allow creative teams to produce commercial content more efficiently and cost-effectively. By leveraging AI, WPP and Nvidia intend to create personalized and high-quality brand campaigns and marketing assets using 3D design, manufacturing, and creative supply tools. This collaboration also aims to optimize media plans for targeted and relevant messaging.
  • BuzzFeed is expanding its network of external content creators as part of its strategy to increase short-form video output while keeping fixed operational costs down. The company currently works with 170 creators as part of its creators program, providing financial and creative flexibility. This approach allows BuzzFeed to tap creators for specific projects on a contract basis, which is more cost-effective than hiring them as full-time employees. By working with contracted creators, BuzzFeed can adjust its cost structure more efficiently and reduce overhead expenses associated with full-time employees. The company generates revenue from ads and branded sponsorships tied to creator-led content. BuzzFeed plans to host more in-person events for creators to foster relationships and enhance content creation. The financial terms of creator deals vary widely and are influenced by factors such as revenue-sharing agreements, talent fees, brand sponsorships, and the creators' popularity and rates.
  • OpenAI has revealed plans to transform its ChatGPT chatbot into a "personal assistant for work." The assistant would have knowledge about an individual and their workplace, enabling it to perform tasks such as drafting emails or documents in the person's style and with up-to-date business information. This move could potentially put OpenAI in competition with Microsoft, its primary business partner, investor, and cloud provider, as both companies aim to develop AI assistants for workplace use.
  • Meta showcased its Reels SuperStudio activation at the Cannes Lions International Festival of Creativity. The collaboration with KidSuper Studios focused on educating brands and media partners on the creative considerations and best practices for optimizing performance on Reels. The activation featured surrealist sculptures and doodles that mapped the creative process, along with an education zone highlighting statistics on Reels' growth and commercial implications. Attendees were guided through the experience by creative directors and brand ambassadors, with a focus on sound options, AR effects, and content creation.
  • A survey conducted by Quality Logo Products found that AI-generated slogans for various brands outperformed human-created ones in terms of consumer preference, albeit by a small margin. While some brands' original slogans, such as Skittles and McDonald's, were favored over their AI counterparts. Notably, AI slogans for tech brands like Facebook, Samsung, Adobe, and Google received higher preference ratings than their existing slogans. However, for food-related brands, the original slogans, such as Skittles' "Taste the Rainbow" and McDonald's "I'm Lovin' It," remained the top choices among consumers.
  • Ryan Reynolds, along with investment firms RedBird Capital Partners and Otro Capital, has purchased a 24% stake in the Alpine F1 Team owned by Renault Group for approximately $218 million. The investment aims to raise the visibility of Renault's Alpine electric vehicle line and increase the value of the Alpine F1 brand. The deal also includes investors such as Michael B. Jordan and Rob McElhenney.
  • Niantic is developing a new advertising format called Rewarded AR. The format aims to catch users' attention in the real world and drive foot traffic to nearby stores. The immersive ads offer interactive brand experiences and encourage users to make local purchasing decisions. The technical foundation for Rewarded AR is Niantic's augmented reality development platform, 8th Wall. The ads are already available in Pokémon Go, where they appear on the in-game map and offer rewards to players. Niantic has partnered with key agencies to efficiently develop and implement the new ad format. Early results have shown promising engagement rates, with an average engagement rate of 76% and an average completion rate of 95% for the experience.
  • Ryan Reynolds has reached a deal with Welsh public service network S4C to feature a 'Welsh Wednesdays' block on his Fubo channel in the United States. The agreement involves S4C providing six hours of Welsh-language content per week, curated by Reynolds, on his Maximum Effort streaming network. The content includes various drama series such as "Bang," "Petrol Head," "Red Wall," "Wrexham Our Club," "Vets," and "Gareth Bale: Living the Dream." The partnership aims to bring Welsh language content to a global audience and highlight Welsh culture and talent. The deal is seen as an opportunity to showcase S4C dramas, entertainment formats, documentaries, and sports to a wider audience, benefiting the creative sector and talent pool in Wales. The UK Government Media Minister, John Whittingdale, expressed his enthusiasm for the partnership, highlighting the growing international interest in Welsh culture and talent.
  • Meta has launched a new virtual reality subscription service called Meta Quest+, available for Quest 2 and Pro users. Priced at $7.99 per month or $59.99 annually, the subscription offers access to the top two titles every month. The initial games included are FPS Pistol Whip and Pixel Ripped 1995, with Walkabout Mini Golf and Mothergunship: Forge coming in August. Subscribers can keep the games as long as they remain subscribed. Meta is also offering an introductory discount, with the first month priced at $1 for users who sign up before July 31
🖥️
Quick Links
💡
Watch This

ROOF Studio Digs Into Details of Character and Narrative in 4-H Brand Film

As always, send us feedback at: thebrandtrackers@gmail.com

Published by:

Joe Nash

Member discussion