An article by Masami Nakata has been published in the November issue of Advertising Conference.

Against the backdrop of growing attention at this year’s Cannes Lions to the relationship between “Generative AI and advertising,” the article explores how advertising and brands can deliver experiences in an era where AI is becoming a primary source of information.

It also addresses a key challenge: how can we design “memorable experiences” that are often lost behind the pursuit of efficiency driven by AI? This theme is becoming unavoidable for the future of advertising and media. The article raises this issue and explores what the future of brands could look like.

At LENS, we will continue to take on challenges at the forefront of advertising and creativity under our mission of “creating valuable experiences together with society.” We invite you to read the full article in the magazine.