The Drum Awards Festival - Official Deadline

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By Jenni Baker, Senior Editor

May 8, 2024 | 4 min read

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Digital advertising leaders from Skyscanner, Dentsu Creative and Microsoft Advertising demystify generative AI in a new three-part video series to explore how brands can unleash productivity, creativity and growth.

Ravleen Smiling

The Drum invited three generative AI pioneers to share their insights on the potential of generative AI / The Drum

It’s an exciting time to be a marketer. The paths to progress and growth are changing faster than ever, and emerging technologies are unlocking new ways for people and businesses to interact with the world around them, at lightning speed. This exponential pace of work, the crush of data, information, and always-on communication is outpacing our ability to keep up.

Efficiency and efficacy are top of mind right now, and, with the democratization of generative AI tools, people both in and outside the workplace are being empowered to level up skills and capabilities in a way that hasn’t been seen before – at least not at this scale.

Rewind to 2023. It was considered by many the ‘break out’ year for generative AI as generative AI tools such as Microsoft’s Copilot, Google’s Gemini, and Open AI’s ChatGPT, became a popular medium for play and creativity. We’ve gone from the Agricultural Revolution to the Industrial Revolution, to the Digital Revolution, and now we’re in the ‘AI Revolution’.

Yet, amidst all the excitement and pace of innovation around generative AI, there is still uncertainty, that perhaps stems from a lack of know-how around its true capabilities and implications.

To provide some much-needed clarity, we invited three generative AI pioneers - Friederike Burge, director of paid marketing, Skyscanner; James Thomas, global chief technology officer, Dentsu Creative; and Ravleen Beeston, regional vice-president, Microsoft Advertising UK - to share their insights on generative AI’s potential to empower advertisers, unlock new opportunities, and drive business growth.

Over the next few weeks, you’ll learn:

  • How the democratization of generative AI is reshaping everyone’s daily digital interactions at work and at play

  • Ways digital marketers can collaborate with everyday AI companions, to do and achieve more

  • A blueprint for future success built on partnerships and innovation to drive business growth.

2024 will be a pivotal year for generative AI as it becomes more and more integrated into our daily lives, amplifying our productivity and creativity. The promise of AI is not some distant future, it’s not even tomorrow, it’s now. All that remains to be asked is, what will you do?

Watch the teaser for the ‘Eye on AI’ video series above and stay tuned for part one, next Wednesday May 15, which explores the applications of this exciting new technology in everyday experiences.

Artificial Intelligence #digital Generative AI

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