{
  "docId": "019dd923-5de0-76bd-a166-d1449f5bb358",
  "docSlug": "eea545ea8b88b2ef",
  "documentTitle": "WHAT THE FUTURE: INTELLIGENCE",
  "authorId": "misc",
  "authorName": "Ipsos",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 24,
  "pageCount": 59,
  "prevPage": 23,
  "nextPage": 25,
  "slideType": "problem_statement",
  "function": "diagnose",
  "density": "overcrowded",
  "nDataPoints": 1,
  "notes": "Includes a quote from Rachel Rodgers (Ipsos) and a bar chart comparing unconventional vs conventional advertising performance.",
  "elementsJson": [
    "headline_text",
    "paragraph",
    "quote_block",
    "bar_chart_vertical",
    "infographic",
    "photo"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5de0-76bd-a166-d1449f5bb358/24",
  "deckHref": "/decks/019dd923-5de0-76bd-a166-d1449f5bb358",
  "deckJsonHref": "/decks/019dd923-5de0-76bd-a166-d1449f5bb358.json",
  "deckAnchorHref": "/decks/019dd923-5de0-76bd-a166-d1449f5bb358#slide-24",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Advertising that goes beyond category conventions is more likely to get noticed.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-f95c-723d-8f31-f28c410f3898",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.25,
        "w": 0.25,
        "x": 0.38,
        "y": 0.55
      },
      "kind": "chart",
      "text": "Likelihood of top quintile placement for brand attention",
      "attrs": null,
      "subkind": "bar-grouped",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "4e41cbc8-87ce-42d6-ae04-e0c7d27c4742",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Likelihood of top quintile placement for brand attention: +21%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-f95c-723d-8f31-f8f69117a3ee",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.12,
        "w": 0.35,
        "x": 0.04,
        "y": 0.33
      },
      "kind": "paragraph",
      "text": "It's getting only easier to imagine a world where artificial intelligence is used to churn out thousands of advertising assets for marketers each year. AI tools also have the potential to speed up some evaluation tasks.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "10aa7abb-2152-4d45-a316-16a806a9d08b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.35,
        "x": 0.04,
        "y": 0.615
      },
      "kind": "quote",
      "text": "Context, culture and creativity, which drive advertising relevance, can only be identified by real people — and likely will be for some time.",
      "attrs": null,
      "subkind": "pull-quote",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "5779e51e-98f7-42ca-8d5b-a2315e8edebe",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "quote",
      "text": "Context, culture and creativity, which drive advertising relevance, can only be identified by real people — and likely will be for some time. — Rachel Rodgers, Ipsos",
      "attrs": null,
      "subkind": null,
      "toolName": "Authority citation",
      "toolSlug": "authority-citation",
      "confidence": null,
      "componentId": "019dd951-f95c-723d-8f31-f57f1d11c631",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.3,
        "x": 0.38,
        "y": 0.92
      },
      "kind": "source-note",
      "text": "Source: Ipsos Creative Excellence metaanalysis (2,015 cases.)",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "c59cfb16-8f88-4a20-87c7-27436a344112",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.12,
        "w": 0.45,
        "x": 0.04,
        "y": 0.11
      },
      "kind": "title",
      "text": "Why AI ad testing needs a human perspective",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "35b09bc8-b260-4a07-97df-acff6d48a78c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.45,
        "x": 0.38,
        "y": 0.33
      },
      "kind": "title",
      "text": "What AI misses that humans don't in creative assessment",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8df9efd7-8cb2-47e3-9497-0ce832b71ef4",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Problem-Agitate-Solve (PAS)",
      "slug": "problem-agitate-solve-pas",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "4ce8f0e9-ebe9-4e90-9307-b252a0112779",
      "evidence": "Context, culture and creativity, which drive advertising relevance, can only be identified by real people — and likely will be for some time.",
      "confidence": 0.6
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 36,
      "from": 17,
      "beatId": "4aab9cbb-952f-4aa0-a433-7db654f1fc95",
      "arcName": "Problem-Agitate-Solution",
      "arcSlug": "problem-agitate-solution",
      "beatName": "Solution",
      "beatSlug": "problem-agitate-solution-solution-provide-relief",
      "evidence": "The deck presents solutions and opportunities for responsible AI, ethics, and human values.",
      "position": 2,
      "confidence": 0.8,
      "parentBeatName": "Resolution",
      "parentBeatSlug": "resolution"
    }
  ],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}