Gaining public trust through ethical principles and transparency
In cultural marketing, creating authentic connections is essential. Momentum is often used to describe the fragile bond that forms between the audience and the cultural experience.
As Liz Grennan so aptly points out, building digital trust is fundamental, as the public expects that the use of their personal data will be governed by strict ethical principles and with full transparency. The integration of AI into work processes must therefore be transparently disclosed.
Steps to take to build public trust:
Establish clear data protection policies.
Ensure that personalization practices are not intrusive.
Explain to the public how and why AI is used.
Legal issues of AI and copyright
In the cultural domain, where creators’ content is protected under copyright law, generative AI presents its share of challenges. By allowing the creation of works based on existing content, these tools blur the line between inspiration and reproduction. How can we avoid copyright infringement and the inevitable legal conflicts that arise from it?
Intellectual property expert Christa Laser highlights the concept of creators' "exclusivity rights" - their right to refuse the recycling of their content - and highlights the risk of diluting the value of original works that arises from such a practice.
Imagine that AI generates a movie poster inspired by the aesthetic of a cult film. Without careful control, this poster could include stylistic elements that belong to the original creators. Failure to respect these copyrights could lead to legal disputes and tarnish the reputation of the new film.
To avoid this kind of situation, but also to ensure that the integrity of the original creations is respected and that they do not become a source of content that can be exploited at will, Laser emphasizes that AI-generated content must be framed by precise guidelines by integrating clear clauses into contracts.
A boost for creativity in marketing
AI tools are no longer just automating repetitive tasks: they are investor database transforming the creative process in the cultural sector. By enabling marketing teams to generate concepts quickly and explore creative avenues, AI is redefining the way content is designed and delivered.
But the use of AI is not just about saving time . Indeed, AI allows each project’s time and resources to be invested strategically to maximize creative impact. By combining speed and creativity, AI helps generate bolder concepts and deliver more value without cost overruns.
With AI, it is possible to plan a complete editorial calendar for the promotion of a new project. AI can suggest topics, diversify content (quizzes, anecdotes, behind-the-scenes views) and adapt messages for each target. In doing so, AI can optimize fan engagement while leaving more time for creators to refine the details.
Move faster from idea to finished product
Using AI allows us to test different variations of advertising messages and determine what resonates most with our clients’ audiences. With AI, we can now generate multiple messaging options and turn abstract ideas into concrete concepts in just a few clicks. This flexibility allows us to quickly test different angles and wordings and optimize campaigns in real time to maximize advertising impact and audience engagement.
The use of AI is imperative in today’s world of advertising and content creation, as marketing budgets have been shrinking since the golden age of advertising in the 1960s. Thanks to AI, we now have more time to dedicate to initial creative exploration and finding original solutions to fully exploit the tools at our disposal.
Far from replacing the work of the marketing agency, AI is a creative partner that generates excellent proposals and achieves impressive results. In a fraction of the time, AI makes suggestions or creates prototypes that the marketing team can refine, adjust and optimize as they wish to create unique and engaging campaigns.
AI at the service of responsible and innovative marketing
At Pop+Spritz, AI is like an intern: it provides valuable support and helps optimize our operations, but it never works alone. AI is there to help us move faster, test ideas, and adapt messages, but always under the supervision of our teams. We remain in control so that each project perfectly embodies our clients’ values and vision.
Used intelligently, AI simplifies and optimizes our processes, so we have more time to focus on the strategic and creative stages of your projects – the ones that deliver the most value . In other words, AI makes our operations more efficient, allowing us to create campaigns that resonate more with your audience without ever compromising the authenticity of your brand.
Artificial intelligence is becoming a trusted partner: it enriches our approach and gives us the means to offer both innovative and human solutions to our customers, for stronger and faster cultural marketing, but always rooted in authenticity.
