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July 31, 2023

AI in advertising

Ariadna Navarro interviewed by AdForum

AdForum recently interviewed VSA's Chief Growth Officer Ariadna Navarro to get her thoughts on the future of AI and creativity, and how companies can set ethical, responsible guardrails around the technology.

Check out an excerpt below, or click here to read the full interview.

Does your agency encourage or deter the use of AI in your work? If applicable, how does your team integrate these tools into the creative process?

It’s a little of both right now. We encourage everyone to use it, but with guardrails and guidelines to keep the work honest, human, and original. At the moment, AI is best suited to things like exploration, evaluation, and experimentation. It can reliably accelerate existing processes — from research and analysis to idea generation and content creation — but it’s equally susceptible to misinformation, redundancies, and both legal and ethical issues that we’re only beginning to understand.

In other words, AI is an exciting, new option in our toolkit, but it’s nowhere near a replacement for any of the ways we work yet.

How does the accessibility of these tools affect the way it is used?

The accessibility factor is core to AI’s success. It’s incredibly rare for a tool to possess both the low barriers to entry and the near-infinite possibilities that AI represents. The open format and widespread availability of this generation’s AI tools have given them access to an unheard-of volume of perspectives, permutations, and information that’s driving its rapid evolution, but that also comes with increasing risk.

While the exponential growth and innovation of these nascent phases is exciting, it’s also why we can’t afford to lose any more ground in understanding and safeguarding against the dangers and threats it could pose.

Click here to continue reading.

Ariadna Navarro

Ariadna Navarro

Former Chief Growth Officer

Ariadna helps clients identify and unlock growth potential by connecting business strategy to brand and experience strategy as a way to relentlessly and cohesively deploy a company’s ambition. As Chief Growth Officer, she leads strategy, client engagement and business development. Acknowledging the connective tissue between what a brand is and what a brand does allows her to have a unique perspective on where markets are going, what clients need and how a brand can find a moment of differentiation in crowded markets.

Across these disciplines, you can find her working on projects from IBM to AT&T to Wayfair. Ariadna is relentlessly curious, whether figuring out the future of quantum computing or deeply understanding how a new acquisition fits within a company’s portfolio. She is passionate about politics and filmmaking, having earned a postgraduate degree in film. Ariadna joined VSA after heading up strategy at Interbrand. She is originally from Venezuela, and lives in New York with her husband and two kids.