The photo was produced by ChatGPT and shows, from left to right, Cains Oneil team members Robin LeGassicke, Gabrielle Burge, Charles Tan and Dmitri Fando.
Cairns Oneil forms AI team, adds new AI tools
Cairns Oneil has introduced a new AI working group.
The newly formed AI team will be build on NOVA, the agency’s generative AI-powered Dynamic Creative Optimization (DCO) tool, to discover practical applications of AI. As part of this effort, Cairns Oneil is also making a strategic investment in an AI Agent platform that will further expand its capabilities in automation, decision-making and predictive analytics, the agency says.
The working group is headed by chief transformation officer Robin LeGassicke, with members including Dmitri Fando, who will oversee data and technology integration; Charles Tan, who is spearheading AI marketing science; and Gabby Burge, who is an AI strategist. Together, the team will identify opportunities where AI can optimize processes, the agency says.
The Canadian Marketing Association releases AI resources
The Canadian Marketing Association (CMA) has released two guides, “The Guide on AI for Marketers” and “Setting the Stage on Artificial Intelligence: A Primer for Marketers,” which were reviewed by Toronto-based Vector Institute. According to the CMA, the guides were created to help researchers, businesses and governments develop and adopt AI responsibly.
At the CMAai virtual event on April 10, the CMA will discuss these new resources and unveil findings from its Generative AI Readiness Survey, powered by Twenty44. The survey was conducted in October 2024 with 126 CMA members. Insights into the current state of AI adoption among Canadian marketers include: 74% of CMA members use generative AI tools at least once a week; 84% feel positively about integrating AI tools into their daily work tasks; 68% believe AI will make society somewhat or much better; and 83% say it will improve their personal lives.
On the downside, 44% are unsure if their company has an AI policy or find it lacking. Fifty-six per cent say they’re received no training or ineffective training on AI and 80% say they use free or paid personal AI accounts at work.
Dentsu is the first global holding company to sign the EU AI Pact
Dentsu is the first global marketing and advertising holding company to sign the EU AI Pact, an initiative led by the European Commission to promote responsible AI practices ahead of the full implementation of the EU AI Act.
A recent study by the World Federation of Advertisers revealed that 80% of brands are worried about generative AI use by their creative and media agencies. By signing the EU AI Pact, Dentsu says it is addressing these concerns head-on, in striving for transparency, accountability and ethical practices.
According to the European Commission, the EU AI Pact focuses on the development of clear strategies to integrate AI responsibly and ensure compliance with regulations; the identification of AI systems that may pose significant risks; and equipping teams with the knowledge and skills to use AI responsibly and effectively.
More than 130 organizations have signed the pact, including Adobe, Mastercard and Google.
