Generative AI is a technology exploding with possibilities for marketers. Kantar experts discuss the evolving potential for using AI to analyse images and video in advertising and concept development.

Generative AI is empowering people to express themselves and interact with the world in ways that were not possible even just a few months ago. It is a technology exploding with possibility. At Kantar, we’ve discussed what Large Language Models (LLMs) could mean for market research, now we consider the potential for multimedia, such as images and video. We explore what Generative AI could mean for visual creative and concept development – the potential to help companies craft ads or new concepts that more deeply resonate with people by tapping into their needs in new ways.