Artificial intelligence has arrived to revolutionize the traditional way of doing things, and advertising is no different. Always ahead of its time, the GrupoW, pioneer in Brazil in creating internet software for large brands and companies, through Wegow, your most recent business unit specialized in AI, launched an unprecedented solution to agencies, that uses a combination of 13 AI tools for the development of campaigns.
The São Lucas clinic network, of Grupo Fleury, embraced the idea and the result surprised both the agency and the network itself. Based on the creative briefing, the "guerrilla marketing" that brings a warning about the importance of diagnostic tests for the prevention and treatment of diseases, with characters of various profiles and age groups, was executed 100% by Artificial Intelligence. Compared to executing the same campaign in a traditional way, achieved a 98% reduction in the final cost, as well as the deadline for the project development.
A Wegow, new digital branding arm of GrupoW, started its operations in January 2023 and has already seen a 500% increase in the number of clients. The projection, with this news, is to increase the Group's revenue by R$ 10 million in the next five years
"The new campaign of the São Lucas clinic network", of Grupo Fleury, it is an emblematic example of the impact that AI can have on advertising. The big news in Brazil is not the AI tools, but rather the result of the combination of 13 different resources that generated an innovative technology that goes beyond the execution of a video, but allows AI to work on various processes, especially those of high complexity. In this way, with the use of this new solution, the integrated technologies of Wegow, the campaign was completed in just 60 hours and with a final cost of R$ 12 thousand, a significant reduction compared to the three months and R$ 70 thousand usually required for an advertising production of this size, what would include a planning and broad team like, for example, art direction, photo shoots, models, scenarios, costumes, traditional edition and others, technology expert Adriano Cruz tells, CEO of GrupoW and visionary mind behind the creation of Wegow
"The technology combined with various AIs is the result of more than 12 months of studies and research by our team and", for this campaign, allowed the creation of exclusive images with surprising shapes and expressions and great visual impact, impossible to be replicated in the studio and that, along with a creative script, that draws attention and moves at the same time, brings a strategic differential and elevates the campaign to an innovative level. It is the first of its kind in Brazil to be 100% developed by artificial intelligence in its various processes, comment Cruz
Revolution and democratization of advertising in Brazil
"Since I turned on my first computer almost 40 years ago", I became obsessed with extracting the maximum potential from machines and exploring how technology could transform people's lives. With Wegow, we want to enhance advertising and marketing and, besides, it is a way to democratize the field and provide opportunities for the entry of great talents, since companies with smaller budgets can now produce campaigns as impactful as those that were previously exclusive to large brands with million-dollar budgets. Artificial intelligence is shaping the future of work by creating unprecedented possibilities. In terms of job positions, I believe that creative minds that keep up with trends and know how to use new tools to their advantage will remain essential, for they are the ones that will give shape and purpose to this new era,"highlights Cruz"
Wegow's new digital solution is capable of achieving surprising results. Among the 13 AI technologies used, they are the Midjourney, that transforms textual descriptions into artistic images and eliminates the need for photo shoots; the Runway, that offers advanced video and image editing tools for high-quality audiovisual manipulation; and Eleven Labs, specialized in natural voice synthesis, to create personalized voiceovers. This integration of AIs enables the development of complex advertising campaigns with speed and accuracy, with a drastic reduction in costs and deadlines
