As generative AI and creators take a bigger hand in producing creative work, brand managers face a crucial question: Who’s watching to ensure its all working together to build brand equity?
It’s an especially pertinent question for a company the size of Bayer, which operates in 80 countries with a consumer-health portfolio that includes household names like Claritin, Alka Seltzer, and Aleve.
“If we have creative, but we want to localize it in different markets, in different languages, and cut the assets in different lengths, we have been using AI,” Bayer’s global content and creative lead, Céline Baudin, told ADWEEK.
