Communicate spoke to Nibal Hadchiti Dfouni, Copywriting and Content Lead, GroupM, MENA.
Communicate spoke to Nibal Hadchiti Dfouni, Copywriting and Content Lead, GroupM, MENA. In her own words, AI is “an efficient tool with endless possibilities in terms of creativity and execution. AI-generated ads and campaigns were the headline of 2024,” she asserts. She has already tested too many AI generating models and even executed a full campaign using them.
But how good can AI do your job without you mastering prompt engineering to optimize the AI’s generated work? She explains: “I have used AI to translate, paraphrase, write copy, summarize content, create visual references for clients, write emails, organize ideas, analyze documents and data, generate creative ideas for campaigns, generate voice-overs, and test its memory and learning capabilities in Arabic – Both Modern Standard Arabic & dialectal - for research purposes.” Clients seem interested in all things shiny and new. From the agency side “we always try to push boundaries in innovation and creativity when it comes to our clients… AI, CGI, and personalization made us stand out as an agency for our clients.” Hadchiti Dfouni is nothing but effusive about the capabilities of AI, yet she also wonders: “But how good can AI do your job without you mastering prompt engineering to optimize the AI’s generated work?”
Naturally, she is very enthusiastic about the nascent technology: “Our jobs must evolve with the advent of AI, not only for efficiency in terms of less time and money spent, but also for enhancing the work we do.” But, like every new technology, there are those who are early adopters, Hadchiti Dfouni is certainly one of them. “we are now able to not only create visuals, animate them, create a whole video, and edit the video to personalize it, but we are also able to target the right audience, in the right manner. We are able to offer our clients an outstanding ad that performs, sells, and makes an impact.” Her mantra seems simple: “The less time we spend on execution, the more we can focus on coming up with creative concepts and building on them”. Commenting on how much technology at large is related to the concept of freedom, she is indeed incredibly realistic. “Freedom does not necessarily mean allowing people to do what they want. Technology has its tracking rules and enforces privacy policies. Every website collects data through cookies, and every app has access to your phone’s camera, microphone, gallery, phonebook, location and all such parameters”
