Agency
AI Takes Centre Stage
At Mobile World Congress, McCann Worldgroup wanted to demonstrate the practical implications of emerging AI technologies to an audience of senior EMEA marketers.
AI-generated video and voice synthesis were beginning to surface, but most examples felt experimental or gimmicky. The challenge was to show how synthetic media could be used responsibly and strategically.
Voice and likeness are core to identity. If AI could convincingly replicate them, it would fundamentally change how brands create, localise and distribute content.
Rather than talk about the technology, the most effective demonstration would be to use it in a context that felt credible and slightly provocative.
The project positioned McCann as an early adopter of applied AI innovation rather than a commentator on trends.
The film generated strong engagement within the marketing community and helped establish credibility for the agency's innovation capability across Europe.