Yes, but are we selling more chicken?

When KAIIA, a South African AI platform designed to understand local culture and communicate in 11 official languages, first emerged, some were eager to try it out. Users quickly discovered that the virtual assistant, called Kentucky AI Integrated Assistant (KAIIA), was programmed with a strong fixation on fried chicken. The LLM, created by Ogilvy South Africa's Innovation Lab, was part of the fast-food chain KFC's advertising campaign and was programmed to do anything to taste Colonel Sanders' chicken with its 11 herbs and spices.

Ogilvy's Innovation Lab brings together creatives and technologists to solve clients' problems in innovative ways, according to Melissa Carney, MD of Ogilvy One's digital services offering. The lab aims to create engaging content that goes beyond traditional channels like Facebook posts or billboards. Carney emphasized the importance of building something scalable and practical for real audiences.

One successful example of this approach is the TikTok Test Drive campaign, where the Ogilvy team adapted the platform's native "phone turn" feature to allow viewers to virtually test-drive an Audi RS3. Kabelo Moshapalo, chief creative officer for Ogilvy South Africa, highlighted how the campaign made previously inaccessible content, such as car test drives, more accessible by leveraging a popular platform.

The agency is also experimenting with AI, including real-time music generation and leveraging data to create music in real-time. Ogilvy South Africa has established the Ogilvy Creative Technology Academy to provide young South Africans with digital and technology skills. The 12-month program, SETA-accredited, equips students with practical experience and problem-solving abilities that are relevant in today's rapidly evolving industry.

However, this focus on technology doesn't mean Ogilvy throws it at every brief. According to Nkanyezi Masango, chief creative officer at Ogilvy Cape Town, strategies must always be led by the audience, and the work must be shareable. Whether it's a billboard or a traditional media campaign, digital elements should be inherent in everything produced.

By taking a data-driven approach, Ogilvy can measure the impact of their campaigns, whether it's societal or directly related to business objectives like selling more chicken or getting people to buy a new car. As the relationship between brands and customers continues to shift, advertisers must adapt and embrace new technologies like AI to stay relevant and effective in their marketing efforts.