Ford CMO Backs AI as a Creative Tool, Pledges Authentic Storytelling
Ford CMO Lisa Materazzo says AI boosts planning, production, versioning, and targeting. Live action leads the new global push; digital twins handle local tweaks without reshoots.
Ford's CMO: AI Is a Creative Tool - Used With Intent
Ford CMO Lisa Materazzo says AI now touches planning, production workflows, asset creation, and media targeting. The company just launched its first global brand campaign in over 15 years with Wieden+Kennedy, and every shot was live action.
AI-generated visuals aren't off the table for future work. Materazzo outlined a practical use: building a "digital twin" of a vehicle so regional variations (like a grille change) can be produced accurately without reshooting every market.
On trust, Materazzo is clear: AI will be anchored to what's real. Authentic storytelling and product accuracy remain non-negotiable, even as tools evolve.
Where AI Fits (And Where It Doesn't)
- Use AI for scale, efficiency, and versioning across markets. Keep human-led storytelling at the center.
- Lean on digital twins for minor market-specific changes to reduce reshoots and maintain product correctness.
- Default to live action when performance, emotion, and complex interactions carry the message.
What This Means For Creative Teams
- Build a single source of truth for product specs so AI outputs stay accurate.
- Set guardrails: disclosure standards, approval steps for AI-assisted visuals, and checks for factual accuracy.
- Tighten feedback loops between creative, production, and media so targeting and asset variations work together.
- Measure outcomes against "right message, right time, right consumer" - and cut what doesn't move the needle.
Quick Preflight Checklist Before You Ship AI-Assisted Work
- Is the base reference real and correct for the target market?
- Does AI meaningfully improve speed, budget, or reach without hurting authenticity?
- What will we disclose, and how will we document the process?
The takeaway: keep the story human and the product true. Let AI handle scale and speed; let creatives drive meaning and taste.
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