Diarmuid Gill: belief

Transcript context

…I think that, so as of today, the way we do approach those creatives so that we are sure that the quality of the thing that we provide is to not build our own creative models because they're very costly, they're very expensive, et cetera. But I think that it's something that is going to be, yeah, of course it's going to be key. I don't know, it's not my own turf, so I think that, It's that, yeah, we have a team that is dedicated to do that. Their program, they're like a, not a one year program, but like two years, two years, three-year program to integrate those creatives. But they're, they used to be in the creative lab, but now they're not anymore. So maybe I'm going to on that one. Yeah. So for me, I think ultimately, you know, kind of there's a few different constraints. So for example, brand guidelines. So the brands themselves, the original advertiser or the retailer, they've got their own kind of look and feel and the way that they want these things to show up as well. Ultimately, we want to build advertising that works, advertising that brings value for the advertisers so they feel that their money is well spent with us. And so, you know, kind of, I think within those parameters, we try many different things. So Liva talked about, you know, kind of the way we did DCO before, which was really one of the great ingredients of our initial success. You layer on top the generative AI capabilities on top of that, and the possibilities are endless. It's really, really, the potential is just amazing. Yeah. One, maybe just a word that you used, Alex, and it's true for everything that is going on with AI today is human in the loop. Yeah. That's the key actually, not just creative, but for everything that we've been talking about, It's and the big challenge is being sure that you put the human at point. That's very, very important. You should not strip the user away from his right to decide. If you do that, to automate everything, it's not going to work. It's going to be a problem in terms of liability, responsibility, et cetera, et cetera. But at the same time, you're going to feel as a human being allowed to make any decisions. So just so you know, the question that we have Every day when we build a model is where is the human? How do we learn so that, and how do we learn the model so that the human has still a place and we have to spot the right place? And just missing that could be like very detrimental to the project that we have. And it's true for creatives, for the bidding models, it's true for the agent stuff, et cetera. So that's the big thing that is very important to actually not just us, but everyone building new It's the human. And that's why those conversational agents were so well, it's still like heavily relying on human interaction. So that's very important.…

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