I beat Adobe’s AI — with one word

How I scored higher than Adobe AI building a campaign targeting US Hispanics for The Coca-Cola Company at Cannes Lions International Festival of Creativity 🤭

At #Cannes, I went to the #CocaCola x #Adobe activation — and kept proving that technology and human creativity can come together to create magic ✨

Adobe offers a revolutionary system that helps marketing teams quickly generate campaigns aligned with brands, incorporating tone of voice, regulations, and specific needs. It also provides a score that measures how well the content reflects the brand’s identity.

I tested the tool by building a Coca-Cola campaign for US #Hispanics using Adobe’s AI. The first version, created entirely by the #AI, received a brand alignment score of 78. Then, I made what might look like a simple change but was a culturally meaningful one: adding a word in Spanish to the caption, and the score jumped to 89.

This result reinforces something fundamental: AI is a powerful tool, and Adobe continues to impress, but deep knowledge of your audience, care, and human heart is, and will always be, needed to truly connect with them.

At CROING l Creative Agency, we believe authentic creativity is born from that perfect blend of technology and humanity ❤️

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I’m Alejandra Salazar, Founder & CEO of CROING l Creative Agency. I share audience insights, creative industry events, culturally relevant campaigns, and spotlight women in the industry. Follow me and join the conversation.