The unifying theme of the conference is the phenomenon of AI with all its good and bad sides.
Artificial intelligence, misinformation, strategy and creativity, nature and art - all presented by nearly 60 speakers from abroad and at home at the Forum Media conference in November. This year's annual conference of the Marketing and Media weekly will take place on 7 November at Prague's O2 Universum.
The keynote will be delivered by Antonis Kocheilas, until recently global CEO of Ogilvy Advertising and from this year global head of brand transformation strategy across Ogilvy. In his talk, he will show how AI can help transform society from an information economy to a so-called inspiration economy. He will be followed by British experimental psychologist Charles Spence, who runs a specialist cross-modal perception lab at the University of Oxford - in layman's terms, he looks at how different senses affect our perceptions in ways we wouldn't expect. His research is helping international brands change their business and marketing strategies, but it is also giving doctors, for example, new tools to treat seriously ill patients.
The unifying theme of the conference is the phenomenon of AI with all its good and bad sides. How we involve it in the development of strategies, how it helps us to collect and analyse big data, how we can use it to create media content - including TV and newspaper coverage - or to drive the deployment of paid formats in different media outlets.
Representatives from media houses, agencies and consultancies that specialise in the research and application of AI tools will talk about this. However, they will also talk about the ethical side of using AI in communication and marketing and the risks associated with the indiscriminate replacement of the human element with its artificial alternative.
Alastair McCapra, head of the UK's Chartered Institute of Public Relations, and Christina Førsgard, author of ethical principles for working with digital tools in communication, among others, will focus on this. We get an insight into the newly completed white paper on the use of AI in communication from its co-authors Nathan Kemp from the UK office of Grayling and Arne Mosselman from the Amsterdam-based consultancy Ainigma.
This year's Forum Media conference will also feature examples of the best of what has been produced in marketing and communications over the past year. Thirty years after the collapse of communism, which opened the door to international markets for the Mladá Boleslav-based Škoda Auto, the global head of marketing for the car brand , Meredith Kelly, will look back at how far Škoda Auto has come in that time and where it is heading in its marketing in the future.
The owner of the Mattoni 1873 brand, Padua-born Alessandro Pasquale, will show how he pushed for a plastic bottle backup system against almost everyone in the country. The extraordinary success of the Lasvit glass brand will be presented by its marketing manager Klára Poliakov at Milan Design Week. And Tomáš Houska from the Czech Olympic Committee will describe the difficult journey to international recognition for the clothing collection of Czech Olympians in Paris.
On the stage of the PR Summit there will be a showcase of six award-winning works from the current edition of the Lemur competition. This year's novelty of the conference will be the declassification of the shortlists before the autumn Effie Awards.
For the first time ever, the organisers have included workshops with foreign lecturers. Steven Mehringer, whose lecture on AI was one of the best-rated last year, will tell us how he has progressed since last year in discussing with AI what it can and cannot do, how much it makes up and why it does it. His workshop will be led by him and AI together without exaggeration.
Sascha Devigne from Düsseldorf, Germany, will in turn show how AI can produce TV news almost without human intervention: not even a presenter is needed. And international expert Ivor Rothwell from IBM will demonstrate in practice the capabilities of conversational AI and its involvement in customer care.
A highlight of the programme will be a lecture followed by a discussion on "shitstorm" as a social media phenomenon. It will be given by philosopher and publicist Tereza Matějčková together with renowned architect Jaroslav Wertig.
You can see the conference programme and the speakers' medallions in the document below.
Forum Media 2024
Source: mediaguru.cz
