📣 Announcement

We just launched the 3rd edition of the mahazine 🔥🔥🔥🔥🔥🔥

More details later in the newsletter 👇

📣 In the news

👉 Runway and Lionsgate partner to develop AI model for film production

Runway, an AI company, has partnered with Lionsgate to create a custom AI model trained on Lionsgate's proprietary catalog. The model aims to generate cinematic video that can be further refined using Runway's tools, helping Lionsgate's creative teams augment their work. This collaboration marks a significant step in exploring AI applications in film production. Runway is also considering ways to offer similar customized models to individual creators interested in building their own proprietary models.

👉 Jony Ive and OpenAI collaborate on new AI device company

Former Apple design chief Jony Ive is working with OpenAI to develop a new AI hardware company. The venture aims to create consumer AI devices, with OpenAI CEO Sam Altman personally involved in the project. SoftBank's Masayoshi Son is reportedly interested in investing $1 billion in the new company. While details are limited, the collaboration signals a significant development in consumer AI hardware.

👉 Cartier exhibition to showcase AI-powered art at Shanghai Museum

The Shanghai Museum will host "Cartier, the Power of Magic: A Hundred Flowers in Full Bloom," an exhibition opening in November 2024. Artist Cai Guo-Qiang's AI model, cAI™, will serve as the visual director, creating an immersive experience for visitors. The exhibition features over 300 pieces from the Cartier Collection and 40 Chinese artworks, exploring jewelry's inner spirit and the collaboration between human craftsmanship and AI creativity. This event coincides with the 60th anniversary of China-France diplomatic relations, aiming to foster cultural dialogue between the two nations.

👉 Brands express concerns over agency use of generative AI

A World Federation of Advertisers survey reveals 80% of multinational brands are concerned about how agencies use generative AI on their behalf. Despite these concerns, 63% of brands are already using generative AI in their marketing strategies. Legal, ethical, and reputational risks are cited as major obstacles to wider adoption. In response, the WFA has released guidance on mitigating legal risks in agency contracts related to AI usage.

👀 Creative picks

AME Awards 2024: Middle East's AI Campaign Steals the Show

At the 2024 New York Festivals AME Awards, MullenLowe MENA was recognized for their groundbreaking "Fixing the bAIs" campaign, created for Aurora50. This initiative tackled gender bias in AI datasets and earned the prestigious Campaign of the Year title.

The campaign developed a databank of inclusive images and advocated for global change, influencing the EU's AI Act and setting new diversity standards in AI. The Middle East's creative talent shone through, with multiple wins across various categories.

Prerna Mehra, creative director at MullenLowe MENA, stated, “We are incredibly honored to have Fixing the bAIs recognized. This achievement reflects how data-driven work can impact real issues and offer solutions for underrepresented groups in professional spaces.

_{Credits: Aurora50 / MullenLowe Mena}