As marketers, agencies, media companies and adtech firms gather for this month’s Cannes Lions International Festival of Creativity, there will be more discussion about the role of artificial intelligence in the creative process of advertising. The explosive popularity of ChatGPT, a chatbot developed by tech startup OpenAI, has many people asking about the possibilities and limitations of generative AI.

“We’re experimenting, and any number of clients and internal teams have come asking questions, looking for a POV: how will this change how we operate? How will this change the future?” Eric Levin, president and chief content officer at Publicis Media, said in this interview with consultant Joanna O’Connell.

“All of these questions that I don’t know that you could ultimately answer,” Levin said, “but I think that we have laid the foundation to strategically approach this space for both ourselves and our clients.”

Because generative AI relies on content from other sources on the internet, including conversations that people have on online forums such as Reddit, there are legal pitfalls such as copyright infringement that may have an unforeseen consequence for advertisers.

“The first question that always comes up, whether anybody likes it or not, is legal when it comes to creative,” Levin said. “My understanding is that in the early, early days it was pulling from different imagery from all over the world, all over the web, some of it owned, some of it not, in generating these images. The inputs are as important as the outputs.”

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