The Brand Agency clients get insights into AI’s revolutionary potential in creative production with Hogarth Australia CEO Justin Ricketts

Yesterday, at a breakfast event, The Brand Agency clients heard from Justin Ricketts, Australia CEO of Hogarth, WPP’s world-leading creative production agency.

Ricketts explained how rapidly AI technology is advancing, especially in the quality and realism of AI-generated imagery, text, audio and videography. He explained how Hogarth are re-imagining content pipelines and using AI to dramatically reshape how creative ideas come to life, enabling them to produce high-quality visual assets at unprecedented speed and scale.

Ricketts said: “Generative AI is an evolution of people working with machines to create content. The magic occurs when you combine craft ingenuity and cultural insight – with this ability to generate content with machines. With many of our clients’ demand for content at scale continuing to grow exponentially, Generative AI has arguably come at the perfect time as traditional models are simply no longer able to keep up with this demand.”

Beyond just theory and speculation, he looked at tangible examples of how WPPs investment in AI capabilities and platforms is driving innovation for some of the largest brands in the world. Examples of work for both Australian and global clients were shared in the session.

Ricketts also covered how acceleration of AI is leading us into important discussions around compliance, IP risks and ethical concerns.

Host of the event, The Brand Agency’s Head of Strategy, Matt Popkes, said: “Seeing how far the technology has progressed in just a few months and the capabilities AI has created in the production space was mind-blowing to say the least. It was great to get beyond simple speculation about how AI might impact the marketing industry and instead see real examples of the tech in action.”