The traditional campaign production model is becoming obsolete as the incessant need for short-form content grows and as companies look to generative AI to fill the gaps.
Marketers have latched onto promises that AI technology will cut down on production time, cut costs and help scale operations. Every agency, production company and holdco has an AI story to meet demand. Seemingly, the next phase of maturation is less about hawking AI tools and more about moving processes upstream using AI tools in order to make good on those promises.
Earlier this week, production company Ritual launched Ritual Labs, an AI-powered creative technology venture that allows brands to pre-visualize campaigns before committing production dollars. Ritual, housed within Summit House venture studio, has done work for brands like Dick’s Sporting Goods, Spotify and Starbucks.
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