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Three examples of brands that created services and campaigns with AI

With new platforms and tools launching almost daily, the majority of people feel overwhelmed by AI. The 2024 Trend Report The Race to Outpace (brought to you by The Webby Awards, Canva, Flourish and YouGov), points out that many people are concerned about the speed with which AI develops itself. And while some struggle to catch up, others run ahead and fully experiment with AI. Offering more personalised services or enhancing efficiency for campaign creation.

      • Malibu Rum X Aries
        In collaboration with the AI artist Omar Karim Malibu Rum & Aries created a hyperrealistic campaign for their clothing collection. The campaign used original photography and Omar’s AI assistant to generate new imagery based on the right mood and desired lighting. 

      • Google x Give Directly
        The Google mapping tool Delphi is used to make cross-references between aerial images of storm damage and poverty data, based on this information they ensure that aid is delivered to the areas that need it most. 

      • Bumble – Private Detector                                                                                                                                    With the AI tool Private Detector the dating app Bumble tries to tackle non-consensual photo sharing. From their research, the app found that 48% of women aged 18 to 24 had received unwanted photos. Private Detector recognizes nude photos and gives users the ability to agree before they receive the photo. To make a bigger impact they released an open-source version of this AI tool on GitHub and partnered with the UK government to pass legislation against cyberflashing under its Online Safety Bill.

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    Kim Pillen

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    Tabea Höllger

    Partner

    Tabea Höllger specializes in brand positioning in saturated markets and measuring brand success. One of her key areas of expertise is the FMCG sector, where she focuses on topics such as product launches and the impact of packaging.

    Tabea sees herself as a bridge-builder at the intersection of the FMCG market, sustainable brand management, and emerging technologies. She firmly believes that knowledge transfer between these three perspectives is essential for successfully addressing the challenges of the future.

    In addition, Tabea has established herself over many years as an expert in creating engaging and memorable brand experiences. She helps companies inspire their employees to embrace and champion the brand strategy.

    After gaining experience in market and advertising research and spending time abroad in the United States and the Philippines, the trained business psychologist returned to BrandTrust in 2016.

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    Kees Elands

    Founder & Strategist

    Kees his purpose is to help ambitious leaders and brands to human-proof their business. In 2003 he founded TrendsActive, a trend consultancy enabling brands to become more human centric.

    Kees consults global brands like

    • Disney
    • The Coca-Cola Company
    • Asics
    • Discovery Channel
    • Swiss Life
    • Vodafone

    and many more.

    Next to being the founder of TrendsActive, he is also initiator of the first academic trend master for executives at the University of Utrecht and is initiator of various trend studies and white papers on subjects like trust, meaning, visual culture & generations.

    Kees

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    Kim Pillen

    Consultant

    Before Kim Pillen started as a trend consultant at TrendsActive, she worked for four years as a creative strategist at Dept. For brands such as Philips, bol.com, Beiersdorf, JBL, and the Consumers’ Association, she built (online) campaign, brand, and social media strategies. After four years, she decided that she wanted to better understand people and society in order to advise brands more effectively. That’s how she ended up at TrendsActive. Here, she can do what she loves most: digging into people’s needs and then working with brands to see how and where they can be relevant and meaningful.

    Kim

    Douwe Knijff

    Researcher

    Douwe is fascinated by how people work. With a background in Interdisciplinary Social Sciences (Bachelor) and Psychology (Master) and an analytical mind he tries figure out how societal shifts manifest themselves through social culture and human behaviour.

    Douwe

    Aljan De Boer

    Keynote speaker

    Aljan has been widely recognized as an inspiring professional speaker on the critical trends that will shape society in the decades to come. He works as the Head of Inspiration at TrendsActive, a trend consultancy from the Netherlands using social science to human-proof business decision for brands like

    • Disney
    • Vodafone
    • Hugo Boss
    • ASR
    • Rabobank

    Next to his role at TrendsActive he is the Community Director at the Institute for Real Growth where he inspires and connects a global community of +400 CMOs.  

    He has been on the board of the Dutch Platform of Innovative Marketing for almost a decade. Regular speaker and moderator for the Dutch Marketing Awards and 3 times winner of the best of MIE. 

    Aljan

    Kees Elands

    Founder & Strategist

    Kees his purpose is to help ambitious leaders and brands to human-proof their business. In 2003 he founded TrendsActive, a trend consultancy enabling brands to become more human centric.

    Kees consults global brands like

    • Disney
    • The Coca-Cola Company
    • Asics
    • Discovery Channel
    • Swiss Life
    • Vodafone

    and many more.

    Next to being the founder of TrendsActive, he is also initiator of the first academic trend master for executives at the University of Utrecht and is initiator of various trend studies and white papers on subjects like trust, meaning, visual culture & generations.

    Kees
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    Kees Elands

    Founder & Strategist

    Kees Elands

    Founder & Strategist