CANNES — Mastercard’s marketers have long favored an experiential approach to branding.
Now they are adding artificial intelligence into the mix.
In this video interview with Beet.TV editorial director Lisa Granatstein, Cheryl Guerin, EVP of Global Brand Strategy & Innovation at Mastercard, explains the company’s new innovations.
Guerin emphasizes the importance of using AI as an enabler rather than a replacement for human artistry.
For instance, Mastercard’s Artist Accelerator program provides a generative AI music studio to artists and creators, not to replace their creativity but to inspire and support their music creation process.
Guerin expresses excitement about the potential of AI to boost productivity and creativity within Mastercard’s marketing organization. The company has launched several use cases, including a sonic branding studio powered by AI.
Its studio allows users to upload videos and receive recommendations for appropriate audio tracks or even generate new sounds based on Mastercard’s existing melodies, ensuring consistency and efficiency in their marketing efforts.
Beyond internal applications, Mastercard is also …