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Lou Cohen doesn’t simply train advertising and marketing – he’s seeking to rewire it. As leader virtual officer for EY Americas and a professor at NYU, Yeshiva University and Baruch College, Cohen sits on the crossroads of principle and observe. And on the ANA Masters of B2B Marketing convention, he was once dressed in each hats.
Cohen took section within the ANA’s experimental 72-hour advert problem – a crash take a look at for AI-led advertising and marketing involving corporations together with Evidenza, Brandlight and Waymark. The temporary: construct, take a look at and release a full-funnel B2B marketing campaign in beneath 3 days, with AI gear powering each and every level from approach to media activation.
“It’s an opportunity to think differently, work differently and explore where we can implement AI into our media processes,” stated Cohen. “Normally, a campaign like this would take us three to eight weeks. We’re trying to compress it to three days.”
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The fact test? Compliance
At EY, velocity is measured in possibility tolerance. “There’s no way we could really get this process down to three days – not with the legal and regulatory reviews we have to go through. But even if we can shave off a week, that’s huge.”
It’s now not only a subject of coverage – it’s structural. EY’s advertising and marketing operates beneath tight constraints to care for audit independence and agree to skilled rules. AI can lend a hand – however most effective thus far.
“We won’t use AI-generated images in a campaign right now,” stated Cohen, “because it’s still not clear who owns that content legally. But in the storyboarding phase, that’s fair game. It helps visualize the story before we build the real thing.”
Even the briefing procedure is most effective partly automatic. “We’ve built a system where if someone answers three questions, we can use AI to draft the brief,” he stated. “But then a human still needs to check it. We can’t just trust the output, we need to make sure it makes sense and isn’t hallucinating.”
The intention isn’t to take away folks – it’s to transport quicker.
“If I could save a week of time, that would give us more flexibility. Save two weeks and I can add a whole new campaign strand,” Cohen stated. “So we’re exploring how our LLMs can streamline everything from brief to concept to creative, within the boundaries of our governance.”
It’s this stress between innovation and discretion that made the ANA problem this sort of studying alternative. “The benefit of doing this live, with real data and real people in one room, is that it’s no longer hypothetical,” Cohen stated. “You actually get to see what works and what hits the wall.”
Machines for velocity, people for sense
Cohen, who lectures on virtual advertising and marketing and social media 3 nights every week, sees his position as part-technologist, part-educator. “I told my team: ‘We’re here to learn. That’s the assignment.’”
He additionally warns in opposition to over-romanticizing AI. “People think it’s some thinking machine. It’s not. It’s not deterministic, it’s probabilistic,” he stated. “You ask it the same question over and over again and it will eventually change its answer. Because it assumes you’re dissatisfied, it starts guessing.”
He credit tech pundit Shelly Palmer with probably the most helpful activates he’s come throughout. “You enter your prompt, get your response, then say: ‘Now ask me questions until you can give me a 99% confident answer.’ It forces the system to interrogate the gaps. That’s brilliant – and I use it all the time.”
AI’s actual energy? Rebuilding workflows
Cohen sees the large beneficial properties now not in content material technology, however in operations. “When AI is working with repeatable processes, structured tasks with known rules, that’s where it excels. The question is: do you trust it to get it right every time?”
To illustrate, he offers an instance out of doors of promoting altogether. “Look at hospital emergency rooms. They’re stretched thin. But imagine if, on entry, patients were scanned for vitals automatically, triaged by AI, then referred to a central doctor who could direct care using real-time data.”
The analogy is obvious: advertising and marketing departments may serve as in a lot the similar manner. “AI won’t replace the humans,” he stated. “But it will mean fewer of us spend time on the wrong things.”
A brand new literacy – and a brand new baseline
He likens the present second to the PC growth of the past due 1990s. “If you didn’t know how to use Windows 95, you couldn’t get a job. That was the baseline. Now it’s AI. If you’re not figuring out how to make AI work for you, you will be left behind.”
Cohen nonetheless believes the long run shall be human-led, however AI-shaped. And it’s now not about looking ahead to the foundations to settle. “Regulations will catch up eventually,” he stated. “In the meantime, we have to figure out how to work smart within the boundaries we’ve got.”
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