After the recent campaign launched in 2025, I think talking about AI as a person who works for a brand is a must, yet it has to be in a different light.
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| Me and the contributors. I'm the shortest of all, I know ='D |
It is understandable to be anxious about how AI will affect our job market, but our profession will undergo a shift in one way or another. This new tech is only a route for how it would happen in our age and, of course, this isn't the first time.
In brief, my latest brand campaign involved Generative AI, whose role was to reduce repetition; therefore, we could focus more on core tasks. We created more than 25 songs, each showcasing our features as solutions to common situations the youth generation faces. Instead of asking our brand ambassador, Kunto Aji---a wonderful person with amazing team, by the way---to sing all those songs, only we asked him to sing 3 songs. The rest is history! No repetitive process, everything is efficient for everyone involved.
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| On interview session before lunch. |
So, where's the threat for the artist? Or for our creative team?
The song lyrics were drafted personally. No help from AI.
The singer's original sound was processed on an AI platform to produce a specified number of songs. Everything is made clear and consensual. With respect and trust. Also, with black on white.
With all the noise about AI taking over creative jobs, brands should join in the conversation. In a world where world leaders seem to create more noise, AI policy is somewhat left behind. This AI buddy is a new 'toy' that needs to be regulated, and a global policy for ethical use is an urgent need.
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| Anyway it's me being goofy with victory sign and the rest of everybody involved in this cool project. |
Therefore, I felt the need to share my two cents regarding this issue. First, we need to clarify how we could explore and benefit from artificial intelligence, especially in GenerativeAI and AgenticAI. Then, we can reduce the worry of people who think they would lose jobs and that their privacy would be compromised by AI. What to do, how to do, and what shift is inevitable.
As Brand people, we cannot wait for the policy makers to finally publish and implement these long-awaited supposed borderlines, and yet, we have the power to contribute in a smallest way possible. Not only to tap-in, but to shape how people view AI and giving the encouragement to use it properly.
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| Me with a box that it has not the Brand Safety Report in it. Click down below to read it. |
It is why I shared my own experience in MMA Brand Safety Report 2025. Sharing within the industry with real context and result is something we need to normalize.
Read mine and the others here.
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