Mastering Digital Asset Management (DAM) on DAM Surge Podcast with Paul Schmidt

Introduction

Welcome to the latest edition of the DAM Surge podcast recap with Serge Creator, where today we delve into an enlightening discussion with Paul Schmidt, the creative director at Undertone by Perion. As the digital landscape continues to evolve, AI is reshaping the way we approach creativity in advertising. Join us as we explore how Undertone is bridging technology and creativity to deliver impactful advertising experiences.

AI: A Creative Revolution

As AI continues to advance, its integration into the creative process has become increasingly prominent. According to Paul Schmidt, AI is unlocking new possibilities by streamlining time-consuming tasks, such as resizing and editing images or generating copy suggestions. Tools like Adobe Firefly allow creative teams to maximize available resources efficiently.

Furthermore, AI's influence extends beyond mere automation. It enables the creation of dynamic voiceovers and video storyboards, providing a broader creative canvas. By recognizing patterns and avoiding repetitive elements, AI encourages greater innovation and flexibility within the creative process.

Overcoming Fear and Embracing Experimentation

While some creatives might fear AI's ability to replace jobs, Paul emphasizes that these tools are meant to complement human creativity rather than replace it. AI serves as a tool to expedite the process, allowing creatives to focus on ideation and vision. This sentiment aligns with Undertone's philosophy of using AI as a means to enhance productivity and maintain work-life balance.

Encouraging experimentation with AI tools is vital for creatives to explore new horizons. By leveraging AI, advertisers can unlock their full potential, pushing the boundaries of what's possible within the digital space.

Personalizing the Advertising Experience

Undertone leverages AI to enhance personalization in advertising. Through generative targeting and optimization, campaigns are tailored to specific audiences, boosting engagement and performance. Chatbot training adds another layer of personalization, enabling advertisers to deliver real-time, relevant content to users.

Moreover, AI-generated voiceovers are customized to fit various demographics and scenarios, adding an element of personalization that was once unimaginable. These advancements highlight AI's potential to revolutionize personalized advertising.

The Creative Workflow at Undertone

Navigating the complex world of digital assets, Paul Schmidt outlines the creative workflow at Undertone. Unlike traditional agencies, Undertone specializes in crafting impactful digital advertising units. From the initial creative request to design, development, and deployment, the process is meticulously managed through project managers and art directors.

Salesforce and Google Drive play key roles in tracking and managing projects, while communication platforms like Slack, Gmail, and Zoom facilitate seamless collaboration among a global team. This structured approach ensures creative consistency and quality across all projects.

Fostering Creativity and Collaboration

Despite geographic dispersion, Undertone maintains creative consistency through robust leadership and effective communication. Art directors and project managers work closely to ensure brand alignment and deliver outstanding creative solutions.

Centralized tutorials, educational materials, and company initiatives like tuition reimbursement foster continuous learning, encouraging team members to enhance their skills and stay updated with industry trends. By nurturing a culture of growth and collaboration, Undertone empowers its team to excel in the ever-evolving advertising landscape.

Conclusion

AI's role in advertising is not simply about automation but also about enhancing creativity and personalization. As Undertone continues to leverage AI tools and streamline workflows, the company exemplifies how technology and creativity can coexist harmoniously.

Outro

Stay tuned for more episodes of the DAM Surge Podcast as we delve into the digital assets management landscape with leading industry experts. Digital Assets Management App SRG Plus powers the podcast. Visit the website to learn more