Forethought’s Post

Transcript

All of a sudden we realized that here at Forethought we're actually sitting on 30 years of Category driver datasets that we can use to train Gen AI. To generate the ideas that will be effective. Please join me in welcoming Isobell Roberts, Founder and Chief Creative AI Officer of BrandCommsAI. Thank you, Sheona, it's so great to be here. So BrandComms.AI is a generative AI platform that generates creative ideas that are on brand, on brief, and grounded in marketing science and tested with real consumers. That's it in a nutshell. But every every superhero needs an origin story. And here is ours. So one of the things that Forethought is has gotten really good at is understanding the rational and emotional drivers of consumer choice within a category. And, so we know that if a brand invests in communicating on a couple of those drivers in their advertising and are really disappointed in it, they will grow. Which is pretty powerful and cool. But, it's one thing to have nonas famous secret family recipe, and it's another thing entirely to cook a lasagna. You know what I mean? So that was kind of the conundrum that we've been facing where when push came to shove, these powerful insights getting lost on the road to bring them to life with our their creative partners. In essence, it's this 100 year old game of telephone and hasn't, yeah, it hasn't changed in in a long time. And brands put in all this work and effort and research to create these, to craft these really rich brand strategies and write, being the most part pretty great marketing briefs and still we're seeing at the end of all of that, the creative still isn't hitting the mark. And I think a lot of folks on the call today can resonate with that, which is pretty heartbreaking because a lot of the care is there. So. Now cut to generative AI breaking onto the scene. All of a sudden, we realized that here at Forethought were actually sitting on 30 years of Category driver datasets that we can use to train Gen AI to generate the ideas that will be effective. So that's exactly what we did.