Winning Gold at The Drum Awards for Advertising in the Use of GenAI category was Salesforce which drew attention to AI with careful of the technology. Here is the award-winning case study.
Last year’s mass adoption of AI changed everything for everyone, especially for anyone whose jobs suddenly were at risk due to AI. Anxiety was at an all-time high, and apprehensions spiked around AI’s trustworthiness, ethical implications, and potential to displace human talent and resources.
The strategy
Amid this uncertainty, Salesforce identified an opportunity to lead by leveraging one of its core values: innovation. The goal was to demonstrate that AI, like any new technology, is neither inherently good nor bad. Its true value lies in its application by creative minds—our people. To prove this concept, Salesforce strategically utilized generative AI to aid its creative teams and production partners. By demonstrating thoughtful, purposeful use of AI, we showcased its transformative potential …