For our latest edition, we spoke with Jan Mattassi, Lovie Judge and Executive Creative Director of the Italy-based consultancy and marketing agency, Alkemy. With top expertise spanning business strategy to digital marketing, design to data and tech, their team offers businesses—both large and small—a unique competitive edge in the digital industry.
Read on for his take on the impact AI will have across the European advertising space.
“This integration of AI and human creativity promises to redefine advertising, offering unprecedented opportunities for innovation and effectiveness.”
By Jan Mattassi
As a creative, I’m fascinated by generative AI’s potential to revolutionise agency processes and its impact on the creative mindset. We’re all aware of the exciting possibilities offered by recent AI advancements.
However, a significant challenge lies ahead: effectively leveraging client data, which often exists in massive but unstructured datasets not yet optimised for AI consumption. The opportunity lies in transforming raw client data into AI-ready formats through cleaning, structuring, and labelling. Agencies mastering this process will gain a significant competitive edge.
As AI models advance and agencies improve data preparation, we’ll see a shift towards highly personalised, data-driven creative campaigns using truly brand-owned data. I believe this heralds a dawn of greater authenticity, and more relevant and impactful content at scale while maintaining the human touch that drives emotional connections—reminiscent of the magic we experienced at the beginning of the digital advertising era.
The future creative agency will likely be a hybrid environment where AI augments human creativity, handling tasks like initial ideation, content variation, and performance prediction. Meanwhile, human creatives will focus on strategy, refinement, and brand storytelling. This integration of AI and human creativity promises to redefine advertising, offering unprecedented opportunities for innovation and effectiveness.
It’s an exciting time in our field, and those who embrace and master these new tools will lead the next creative revolution. The transformation of client data for AI use is key to unlocking this potential, making it a critical focus for forward-thinking agencies. As we navigate this new landscape, the blend of AI capabilities and human ingenuity will undoubtedly shape the future of creative work.
Summer Grace for The Lovie Awards Closes Friday, 13th Sep.
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