"At Outernet, we've worked with tools like FaceScape AI, which redefines the potential of immersive creativity in real time and has created incredible experiences for our audiences. But AI has its boundaries: it can never replace lived experience storytelling, cultural insight, and emotional nuance. The real magic happens when AI and human creativity collaborate, not compete."
"The trusted theory of Binet and Field which suggests 60% of a brand's marketing budget should be invested in brand building alongside 40% in performance marketing is still very much discussed but not always executed. The power of brand building is something we truly believe in at Outernet. Making bold, stand out moments in a cluttered media world has never been more important."
Jessica Dracup-Holland leads marketing and communications for Outernet, which has welcomed more than 75 million visitors in two years. She emphasizes AI's role as a creative augment, citing tools like FaceScape AI for immersive, real-time experiences while warning that AI cannot replace lived-experience storytelling, cultural insight, or emotional nuance. She endorses the classic Binet and Field balance of brand versus performance investment but notes it is often not executed. Bold brand-building moments remain crucial in crowded media, exemplified by the Nature's Confetti partnership with the National Trust combining emotional impact and measurable results. Measurement continues to be an advertising blind spot.
Read at The Drum
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