10 min read

May 17 2023 - AI, Apple & Ads

May 17 2023 - AI, Apple & Ads

👋Happy Wednesday everyone. Lots of news today, so let's get into it –

Quick Take

  • Sam Altman testifies before congress
  • Apple releases new features ahead of WWDC
  • AI and Upfront news continue to dominate
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Top Stories

Sam Altman, the CEO of OpenAI, testified before a Senate subcommittee and expressed the need to regulate AI technology. Altman proposed the creation of an agency to issue licenses for large-scale AI models and suggested safety regulations and tests that AI models must pass before being released to the public. While the hearing demonstrated a growing understanding of AI technology among committee members, the specifics of how regulation would be implemented remained unclear. Altman's appearance and testimony signal a shift in the stance of tech industry executives towards regulation of AI.

Microsoft's researchers have published a paper claiming that their new AI system shows signs of human reasoning. The system's ability to solve puzzles and generate creative answers has sparked a debate in the tech industry. Critics question the validity of achieving artificial general intelligence (AGI), citing inconsistencies in the system's behavior and a lack of scientific rigor in the paper. This discussion highlights the challenges of defining and measuring AGI, as well as the potential risks and benefits of advancing AI.

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Rundown
  • Apple has previewed new accessibility features for its devices, including a Personal Voice feature that allows users to create a synthesized voice that sounds like them. Users can generate a Personal Voice by reading text prompts aloud for 15 minutes, and the feature integrates with Live Speech to enable users to type what they want to say and have their Personal Voice speak it. Apple also introduced Assistive Access, streamlined versions of core apps, and a detection mode in Magnifier to aid users with cognitive disabilities, vision impairments, and hearing difficulties. These features are expected to arrive later this year.
  • Former Disney CEO Bob Chapek, along with other executives, are being sued by shareholders over alleged securities law violations regarding misleading statements about Disney+ and streaming losses. The lawsuit claims false statements about subscriber growth, cost concealment, and unrealistic targets. It seeks class action status and unspecified damages. Disney intends to defend against the complaint.
  • Google has updated its policies regarding inactive accounts, stating that it may now delete accounts that haven't been accessed for at least two years. The previous policy only involved the potential wiping of data stored in inactive accounts. The new policy will go into effect in December of this year, and deleted Gmail addresses will not be made available for reuse. Account activity is measured based on actions such as reading or sending emails, using Google Drive, watching YouTube videos, downloading apps from the Google Play Store, and more. Google will send multiple notifications before deleting accounts that have been created but remain untouched.
  • iSpot.tv has integrated with Google's Ads Data Hub clean room, allowing advertisers to gain insights into ad impressions and de-duplicated audiences for YouTube and YouTube TV. The integration, piloted with 11 advertisers, will expand across iSpot's Unified Measurement platform. It enables measurement of total ad impressions and co-viewing estimates across TVs, desktops, and mobile devices. The integration provides valuable insights into the $30 billion video spend on YouTube and YouTube TV combined.
  • Bumble, the dating app, has updated its Spotify integration feature to enhance musical compatibility between users. By linking their Spotify accounts to their Bumble profiles, users can now share their "Top Artists" with potential matches. Mutual favorite artists are prominently displayed on a user's Bumble Date profile, making it easier for people with similar musical tastes to connect.
  • Twitter, under its parent company X Corp., has reportedly acquired tech hiring platform Laskie, marking its first major acquisition since Elon Musk took over the company. The deal, said to be a combination of equity and cash, has been confirmed by anonymous sources. Laskie's website has been taken down, and it remains unclear how Twitter plans to integrate the job-matching service.
  • According to a survey by Digiday+, agencies are embracing generative AI, with 71% of agency professionals stating that their companies are already using it. On the other hand, brands have been slower to incorporate generative AI, with only 44% of brand professionals reporting its usage. Among agencies, generative AI is being utilized for various functions, including writing copy (75%), research (73%), content creation (65%), and marketing (50%). Brand professionals are also using generative AI primarily for writing copy, research, and content creation.
  • The WGA negotiating committee has sent a message to its members titled "The Cost of Settling" during the third week of the ongoing writers' strike. The committee argues that the studios are risking greater disruption in the future, which would outweigh the costs of reaching a fair deal. The union estimates that their proposals, which were on the table at contract expiration on May 1, would collectively cost the industry $429 million per year, with $343 million attributed to eight major employers. The committee highlights that these companies have earned billions in profit from writers' work and emphasizes the modest cost of the proposed improvements compared to industry revenues and profits.
  • TikTok has launched the "Artist Impact Program" to allow brands to use trending songs on the platform while sharing the revenue generated with artists. The program expands TikTok's Commercial Music Library, which provides brands with royalty-free songs for their videos. The Artist Impact Program aims to streamline the process of adding trending songs to the library by partnering with 20 music distributors. By including popular music, brands have a better chance of engaging users. A Kantar report reveals that sound is an essential element for TikTok content, making it crucial for brands to access popular songs. TikTok piloted the program with established and emerging artists, such as INJI, whose song "Gaslight" was featured in over 3 million videos, accumulating 14 billion views. The program offers independent artists new revenue streams and opportunities to reach broader audiences. The exact revenue sharing details were not disclosed by TikTok.
  • Warner Bros. Discovery Sports, in collaboration with their in-house agency Creative Services Sports Unit (CSSU), has developed a marketing strategy for the NBA post-season. The theme chosen is "This Is Really Anyone's Game," highlighting the unpredictability of the playoffs. The strategy aims to target both core fans and casual viewers through national TV buys and connected TV platforms. Additionally, they are leveraging partnerships with creators on platforms like TikTok, Facebook, and Instagram to engage with younger viewers.
  • Game companies are increasingly hiring animation directors, often known for their commercial work, to create animated trailers and cinematics for their games. Examples include Final Frontier and Le Cube's anime-inspired short films for Netease's NARAKA: BLADEPOINT. Ralph Karam, the creative director and director of the NARAKA pieces, discusses the process of crafting game trailers and cinematics. He emphasizes the importance of understanding the game's world, narrative, and key elements when translating its content into an animated trailer. Maintaining the game's core style while creating something unique and inspiring is a delicate balance. Karam also shares insights into adapting the game's aesthetics and the role of music in the films. Additionally, he explains why game companies often seek animation directors to create trailers, and how the creative cultures of animation and gaming align.
  • Rooms.xyz, a startup backed by $10 million in seed funding led by a16z, has launched its browser-based digital creativity platform into beta testing. The platform allows users to design 3D spaces, or "rooms," using drag-and-drop objects or code, creating interactive activities and basic games. It aims to provide a middle ground between simple creation tools like Minecraft and more advanced world-building platforms like Roblox. Rooms.xyz features an interface where users can customize objects' attributes and functionality, and it offers an educational aspect by allowing users to reveal the underlying code. The startup plans to explore monetization options and potential integration with AR/VR platforms in the future.
  • During Ad Age's Web3 Marketing Summit, Pratik Thakar, global head of creative strategy and integrated content at Coca-Cola, emphasized the enduring impact of artificial intelligence on the marketing landscape. While brands initially showed excitement for technologies like NFTs and the metaverse, Thakar suggested that AI is more practical and fundamental.  The company launched an AI-centric campaign called "Create Real Magic," which allowed consumers to use Coca-Cola's visual assets to create AI-generated artwork. Thakar highlighted the high engagement level and younger audience involvement in the campaign. He advised brands to prioritize AI over situational technologies like the metaverse, but acknowledged the value of the metaverse for immersive experiences and online communities.
  • John Lewis, the upmarket retailer known for its highly anticipated Christmas adverts, has announced a major shake-up in its creative partnership. The company will no longer be working with advertising agency Adam&eveDDB, which has created many of John Lewis' beloved Christmas adverts since 2009. Instead, the retailer has chosen creative agency Saatchi & Saatchi to lead its 2023 Christmas campaign and take charge of next year's launch of a joint loyalty card with Waitrose. Saatchi & Saatchi has expressed its commitment to meet the high standards set by Adam&eveDDB.
  • Ikea is redefining its customer experience by hosting raves as part of its strategy to attract customers and bring foot traffic to its stores. The furniture giant held two raves during Milan Design Week, with one of them being shut down by the police. Ikea's creative director, Marcus Engman, sees these raves as examples of the company's efforts to stay relevant and envision new ways of retail. The move is in line with Ikea's plans to invest in expanding its storefronts and fulfillment centers in urban areas across the US. Engman believes there are creative ways to maximize Ikea's space and improve its bottom line, utilizing techniques from entertainment.
  • Linda Yaccarino, the incoming CEO of Twitter, faces the challenging task of restoring the company's reputation among major advertisers. A Twitter org chart reveals over 120 executives, managers, and employees who will report to CEO Elon Musk. The sales and marketing organization, responsible for nearly half of Twitter's remaining employees, will be led by Yaccarino. Musk has implemented job cuts and cost reductions since taking over the company, including the recent layoff of the financial planning and analysis team. Musk's direct reports also include individuals from the recently acquired recruiting tech startup Laskie.
  • Apple's upcoming mixed reality operating system for its mixed reality headset may be called "xrOS," according to a wordmark registered with the New Zealand Intellectual Property Office. The name follows the naming convention of Apple's other operating systems, such as iOS and macOS. The OS is expected to power Apple's future mixed reality products, starting with a high-powered mixed reality headset rumored to be called Reality Pro or Reality One.
  • The ongoing Writers Guild strike in California is estimated to cost the state's economy $30 million per day, according to the WGA. This figure is based on the estimated impact of the 100-day writers strike in 2007-08, which resulted in an estimated $2.1 billion in lost output. WGA East VP Lisa Takeuchi Cullen initially made a statement suggesting that the strike could cost studios $30 million a day, but later clarified that it is actually costing the California economy that amount. If the $30 million-per-day figure is accurate, the current strike may have already cost the state over $400 million in lost output and could reach $3 billion if it lasts 100 days. The strike shows no signs of abating, with TV show productions being halted across the country.
  • RPA has laid off employees across all departments due to client cutbacks, with Honda being one of the main clients reducing its business with the agency. The layoffs affected approximately 61 people, and the agency cited shrinking client budgets as the reason for the staff reductions.
  • Apple has announced concert discovery features for its Apple Music and Apple Maps apps. On Apple Music, users will have access to Set Lists, allowing them to browse and listen to set lists from favorite artists on tour. Apple Maps will include concert discovery features through Shazam's concert discovery feature, with over 40 new Guides curated by Apple Music editors highlighting music venues in 10 cities worldwide. The Guides will range from symphony halls to techno clubs and live jazz venues.
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Published by:

Joe Nash

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