Making Science

This podcast explores the 2026 Cannes Lions Festival's central theme: the shift of artificial intelligence from an experimental tool to the foundational infrastructure of the creative industry. It highlights how the festival's new award categories, such as the Creative Brand Lion and the AI Craft subcategory, are designed to recognize the strategic, intentional collaboration between humans and machines. Additionally, it features the perspective of festival sponsor Making Science, whose "Hybrid Intelligence" approach and "We Have the Right Name" campaign emphasize using technology to amplify, rather than replace, human creative talent.

AI has always been viewed as a futuristic trend. But today, it has evolved into something much bigger: the operating system for your business. In this episode, we break down the massive shift from tool-driven tasks to question-driven work - and why true AI transformation is 20% technology and 80% mindset. Dive into the insights from Making Science Experts Temo Magradze - CEO, Georgia and Irakli Svanidze - AI Development & Operations TL, Georgia. 

This week, Hollywood crowned its best. ‘One Battle After’ Another swept 6 awards, Jessie Buckley made history, and Conan O'Brien got interrupted by an unskippable ad, a joke about the Oscars moving to YouTube in 2029 that landed because it's already happening.It got us thinking: if we were handing out trophies for AI in marketing right now, who'd take the stage?Here are this year's winners.

In this episode, host Noelle Runo (Head of International Marketing & Communications at Making Science) sits down with Constanza Ghelfi (CPO at Making Science) and Matz  Lukmani (Product Lead at Google) to deep-dive into the world of AI-Powered Creatives and their massive impact on campaign performance.💡 What You Will LearnDiscover why creatives are the number one driver of ROI and how the recent shifts in user behavior—including the rise of short-form video and UGC—have amplified the need for high-quality, engaging ad content.The discussion covers critical topics for modern marketers, including:The Creative Impact: Data showing how creative quality can lead to a 1.7x impact on campaign ROI and how platforms like Google, Meta, and TikTok are using it as a key ROI driver.The ABCD Framework: A breakdown of the non-negotiable ABCD framework (Attention, Branding, Connection, Direction) and how following it positively impacts campaign performance, with a specific focus on why "Direction" (call to action) is the most impactful lever.AI's Role in Creative Production: How Generative AI is leading to the democratization of creatives and how brands can leverage tools like Gemini, Imagen, and VEO to enhance their capabilities, rather than just substitute their creative teams.Creative Automation in Google Ads: Explore the new features, including Asset Studio, image editing, and video editing, and the power of prompt assistance to help you build and refine your assets efficiently.Brand Control and Scaling: The importance of integrating "human in the loop" steps into your AI process and how new concepts like synthetic users and brand guideline validators can help ensure brand consistency and drive better outcomes, like the case study showing a 90% improvement in cost and time efficiency.The Future of Search and Creatives: The evolution of search into a multimodal experience and the need for unified, cross-functional teams (Creative, SEO, Paid) to deliver cohesive user experiences across all surfaces.Don't miss the key takeaways on how to start investing in creative asset variety, commit to continuous improvement, and focus on orchestrating your entire marketing ecosystem to harness the power of AI at scale.Listen now to stay ahead of the curve in this new era of creative marketing!

What if you could revolutionize your entire marketing operation in just one month?In this special episode of What AI Week, we dive deep into the fictional but incredibly realistic journey of Maria Fernández, a retail marketing manager who went from drowning in spreadsheets to orchestrating AI-powered campaigns that deliver 22% lower acquisition costs and 31% higher customer lifetime value.📖 What You'll Discover: Through Maria's weekly diary entries, you'll experience the step-by-step transformation that's happening in marketing teams worldwide:Week 1: How AI agents analyzed customer service data to solve a major product return crisis in minutes instead of weeksWeek 2: The content creation breakthrough that generated 15 Instagram concepts, TikTok scripts, and email campaigns while connecting inventory data to marketing strategyWeek 3: Personalization at scale using Agentspace and Salesforce CRM to create hyper-targeted campaigns that boosted engagement by 34%Week 4: Orchestrating omnichannel campaigns with geo-targeted ads, influencer coordination, and predictive analytics—all managed by AI agents🚀 Beyond the Story: While Maria is fictional, her transformation is based on real AI capabilities and documented results from actual companies. We explore:Google Agentspace and how it connects corporate systems into one intelligent workspaceThe difference between traditional AI tools and autonomous AI agentsReal-world applications across fashion, financial services, and healthcareWhy Gartner predicts 33% of enterprise software will include agentic AI by 2028The competitive advantages early adopters are already capturing🎯 Perfect For:Marketing managers feeling overwhelmed by growing demands and shrinking timelinesRetail marketers juggling seasonal campaigns, inventory, and customer segmentationBusiness leaders curious about practical AI implementationAnyone wondering what the "agentic era" really means for their day-to-day work📚 Based On: This episode is inspired by insights from Google Cloud's "The AI Agent Handbook: 10 practical hacks to use AI agents for business" and real transformation stories from companies implementing agentic AI solutions.🎧 Audio Production: This podcast episode has been created using Google's NotebookLM, demonstrating the power of AI agents in content creation. The conversational format and insights are generated from our written content, showcasing how AI can transform complex information into engaging, accessible audio experiences.

This episode discusses the Generative Marketing Era, emphasizing how Artificial Intelligence (AI) is transforming the marketing landscape. It highlights that AI is no longer merely a supporting tool but a core engine for innovation, personalization, and efficiency.The document outlines how Making Science aligns with this shift through its mission of AI Powered Digital Acceleration, believing that leveraging generative AI is crucial for brands seeking to differentiate, connect, and drive measurable growth23.Key ways generative AI is reshaping marketing performance and brand engagement include:Hyper-Personalization Redefined: Generative AI enables the creation of unique, highly relevant content, such as email subject lines, ad copy, and website experiences, tailored to individual customer preferences and real-time behavior. This fosters deeper connections, loyalty, and conversions by speaking directly to customer needs at an unprecedented scale.Creative Revolution: It revolutionizes the creative workflow by rapidly generating countless variations of ad creatives across different formats, optimizing visuals based on performance data, and suggesting new creative concepts. Tools like Ad-machina (part of Making Science's offering) are mentioned as examples, significantly reducing production costs and time while combating creative fatigue.Smarter Insights, Strategic Decisions: Generative AI empowers marketers with deeper, actionable insights by processing complex data to identify hidden patterns, predict outcomes, and suggest optimal strategies. Technologies like Optiphi are used for predictive analytics, optimizing media investments, and maximizing Return On Ad Spend (ROAS). Furthermore, Trust technology is highlighted for safeguarding data foundations, ensuring that AI-driven decisions are built on secure, compliant, and accurate information.In summary, the text emphasizes that the Generative Marketing Era is here, and brands that embrace its potential will lead the way, transforming complex data into measurable success.

In today’s hyper-connected world, knowing who you’re speaking to—and how—is critical. A robust audience strategy, combined with smart activation tactics, can spell the difference between real marketing impact and missed opportunities.But here’s the twist: AI is no longer just a buzzword—it’s your new strategic partner.

The digital marketing world is constantly evolving, and recent developments in data privacy are reshaping how we approach targeting and measurement. This week, we'll explore the latest news surrounding Google's Privacy Sandbox and the ongoing discussion about third-party cookies. Understanding these changes is crucial for crafting effective, privacy-conscious marketing strategies.

2025 isn't just another year; it's the AI-powered frontier of marketing. But are you truly ready? The secret lies not in the algorithms, but in the data they crave.In our recent podcast, host Noelle Runo sat down with some of the masterminds behind Making Science and GrowthLoop to dissect the data-driven alchemy shaping 2025. It's not just about AI; it's about the raw, unfiltered truth hidden within your data. They revealed how their partnership is forging a new era, where predictive AI isn't a buzzword, but a tangible tool. We explored the critical dance between data readiness and cutting-edge platforms, uncovering the secrets to unlocking unprecedented ROI. Think real-time customer journey prediction, hyper-personalized campaigns, and a level of marketing precision previously unimaginable. This isn't a theoretical discussion; it's a blueprint for navigating the AI-infused landscape, where data quality reigns supreme and the 'perfect customer journey' is finally within reach. We challenged the conventional, dissected the trends, and exposed the strategies that separate the disruptors from the disrupted.