Leaders in attendance at the HMC Annual Summit, held on Thursday, looked at AI as an opportunity to expand content portfolios.
“It’s an amazing tool,” said Flor Leibaschoff, founder and chief creative officer of Hispanic-led agency BeautifulBeast. “I still believe that you have to have the human involvement, for now, to know how to use it.”
Diego Andrade, senior VP at Los Angeles-based agency Orci referred to AI as a resource for marketers.
“I don’t think that we can shy away from it,” said Andrade. “We just have to learn how to use the tools to apply them in the best way we can. It’s a piece of technology that’s inevitable.”
Javier Osorio, group creative director at agency Fluent360, said that although he does see AI as a tool, he doubts its accessibility, claiming that it will never be fully accessible.
