[Music] [Ken Reisman] All right. Well, thank you all for joining. My name is Ken Reisman. I lead product marketing for our Digital Media Enterprise segment, and I'm actually really thrilled to have you all with us. What we show on the main stage, a lot of it is for everybody. We have a big business, there's consumers, small businesses, small agencies, all the way up to the largest agencies and the largest brands in the world. What we want to focus on in this section is how do you take all of the innovation with GenAI and all of the innovation around content and use that to really power business impact. And so we're going to talk about that and I'm really thrilled to have two amazing brands with us to share their stories. So I'm going to start off.
I'm as I said Ken Reisman. I'm joined here with, Grace Engels from Newell Brands.
You may not have heard of Newell Brands, but once Grace starts talking, you will have heard of Newell Brands. You'll know all their brands.
And then from PepsiCo and Gatorade, we have Leon Imas and Xavi Cortadellas.
And we were absolutely thrilled. If you saw Gatorade on stage this morning, we were really thrilled about the partnership with Gatorade. They're going to share more detail and context on that initiative. So that's going to be an amazing story. All right, so the plan is-- I'm going to talk for a little bit just about our broader business and enterprise strategy, how we think about the change in the landscape of content creation and production. Then Gatorade is going to share the story, and then we'll have Newell Brands. And then we'll do a fireside chat, and we'll talk about emerging use cases and how we're thinking about GenAI and other things. And we'll have time maybe at the end for some questions, too.
So I want to start off.
Content is the engine for brands and for experiences and for personalization for businesses. To really engage customers, to create amazing experiences, to build brands, you need content behind it. And I think that's why a lot of us are here at MAX is really to learn about the latest innovations for how we can continue to improve the content for customers. Modern marketing requires an immense amount of content. If you take an example of a company with just eight products, and the brands that are sharing here today have a lot more than that. And then you think about all the marketing channels that you want to communicate through. And then all the languages that you would want to support as a global brand. And then you think about personalization or optimization which requires content variations. A few variations is good. More variations is even better, right? You start to get to a massive amount of content here. This is 40,000 content variants just to support this. And then think about content has a shelf life. You can't just create content and leave it out there forever, particularly, with social today, and with retail media networks and the type of marketing that brands are doing, the content needs to be refreshed fairly often. So just three refreshes, now you've got more than 100,000 assets. And monthly refreshes, you've now got half a million assets. So there's a real explosion of content that is needed to really engage with customers through all the channels and languages and in the personalized way that brands want to do. And before GenAI, this is really prohibitive. To create all of these variants is almost impossible. So GenAI is really upending the way that we think about content and we think about the types of experiences that businesses can create for their customers. It unlocks whole new possibilities by unlocking content truly at scale.
We've done some research as Adobe, and there's a QR code here. If you want to download the report, you can get the full report. But I'm going to share a few stats from the report.
And first, GenAI is real. It's starting to get adopted and it really is accelerating content creation. In our survey of creative professionals, 79% of them are already seeing it that it's helping them expedite less creative, more repetitive tasks. Some of the things, examples like what we saw on stage this morning, like very detailed, photo retouching or creating content variants that are very similar but just creating all of those language or channel content variations, doing things like resizing, that's the type of work that GenAI can really accelerate, and it leaves creatives much more time to do more strategic work to focus on ideation, to focus on campaign strategy, brand strategy.
I think the second point which David also shared on stage this morning is that it's somewhat paradoxical. But in a world where it's relatively easy to create content, you don't need to have a fine arts degree to create it. But actually, creativity and brands matter more than ever in this world. Creatives matter more than ever because brands have to stand out amidst the sea of content. And it also, as you're creating all of this content, how do you stay on-brand? How do you express your brand's unique voice and your brand's unique identity and not have it be diluted through all of these content variations? And I think the last big point is that we're seeing that these new technologies for GenAI, new technologies around collaboration, like we showed Frame this morning, we talked about Express, we talked about GenStudio for performance marketing. They're opening up new ways of working across businesses, new modes of collaboration between creative and brand teams and the rest of the organization, new modes of working within creative and brand teams and within marketing teams. So there's a change, there's a shift, and it's also a people shift. It's not just a shift of tools, but it's learning new ways of working and ways of working together. And one of the data points here is we're seeing that 61% of creatives have already started to shift away from just pure asset creation to starting to create scalable design tools, processes, and templates that empowers other people to create in an on-brand way.
So I want to share just an overview of how we're seeing the landscape shift, the changing roles in an organization. Everything for us starts with the creatives and the creative team and the brand team. This is the team that creates the core concepts, the core brand identity, the campaign strategies. And what GenAI can do for this team is free the team up to spend more time on strategy and less on just asset creation. It's still, by the way, very important for this team to create assets, but it's more about the core assets. It's not about creating every variant. And then I think this team has got a new charter. And I've been hearing about it from a lot of customers here to how can this team help everybody else in the organization communicate in an on-brand way and empower everybody else to communicate in a way that expresses the brand vision. Next to this we have, what I would call scaled asset production. It's taking the hero assets and then creating a lot of the variance that I talked about earlier, the language variance, the sizing variance. What we're seeing is that through GenAI and just through APIs and other programmatic means, we can really accelerate the creation of all these variance in a way that allows organizations to do a lot more of this work with a lot less effort than before. This work often happens. It can sometimes be in marketing operations or creative operations. Sometimes, it's the agency but every large company has a group that's doing this type of work of resizing and translating and so forth.
And then performance marketing. This was the GenStudio use case that we talked about this morning. Every major brand is-- One of the major applications for creative is to market with it. And you think about all of the banner ads, the retail media network ads, email, all of the high performance ways that you're trying to reach customers, there's opportunities to link this group much more closely with the creative and brand teams in a way that doesn't feel like it's slow but feels very dynamic and agile. And we're really excited about this new way of working. Within my own company, Adobe, it's a change and the brand team and the team that runs the email campaigns and all of our paid media, they're working more closely together now than they ever have before. The brand and creative team are creating templates. They're creating core assets, but they're empowering the performance marketers to create some variations on using those templates in a way that still preserves the brand character but allows them to run a lot more tests. And then finally, you've got the rest of the organization, marketing and business communication. And the challenge here is how do you empower sales, HR, everybody in the organization to communicate in a way that's on-brand? So this is the shift that we're seeing. It's not happening overnight, but we are providing what we believe is the toolset to drive this change. And so it's a lot of the solutions we talked about this morning. The creation and production solutions for enterprise. For creative development, of course, it's Creative Cloud, it's Frame, it's all of the innovations you saw this morning. For scaled asset production, it's Firefly Services, which I'll talk about a little more in a moment. We didn't talk about it on main stage, but this is, it's a set of generative AI and creative capabilities that are available as APIs, as well as through a web app, which really excels at creating variations at scale.
For marketing and business communications, it's Adobe Express. And then, of course, for performance marketing, our very aptly named tool, GenStudio for performance marketing.
Below that, we have custom models. David talked about that a little bit this morning. But custom models, it gives every brand the ability to create their own version of Firefly using their own brand assets, in a way that will allow you to communicate on-brand. And then finally, all of this is built on our foundation of Firefly models, image, vector design, and now, please, round of applause, for video because I'm really excited about it.
All right. I'm going to talk just a little bit about Firefly Services and custom models, and if you're interested in this or if you got more questions, please hit me up, come-- I can talk about this after. Firefly Services, it's a set of generative AI and creative capabilities that are designed really to help you produce assets and asset variations at scale. Some of the use cases that we're seeing with our customers are around how do you localize assets and videos? It could be image assets, print assets, video assets. How do you personalize them at scale? How do you refresh large catalogs of assets quickly? For example, for a consumer goods company, if you have a product catalog and you want to refresh them for product display pages or for insertion into all of the different retail media networks, you might want to tailor them for Valentine's Day or Halloween. That's a lot of work to take thousands of product images and to do the production on them. And this really facilitates that.
One of the use cases I'm really thrilled about, I'm calling it create unique experiences, is the opportunity to really truly create one-to-one consumer experiences. You can create with Gatorade products that are designed one-to-one. The consumer has created it for themselves. You can create web experiences that are unique to that individual visiting. So there's just a whole set of exciting business use cases I think that this unlocks.
And then custom models. This, as I said, allows you to train your own Firefly model to reflect brand and campaign styles. And so you can see the example here is the custom models have been trained with just a handful of images. By the way, it only takes a handful of images. You do not need a lot of images to train custom models. It's a web-based user interface. Anybody can do it. It's very easy. I've trained models myself. And you can see an example here of taking this initial set of images which creative team created in support of a campaign and then you can create arbitrary variants in the same style. So it's a really powerful way of taking a set of creative ideas and then generating an infinite set of variations on that theme. All right, so I feel like I've talked enough. Probably the best way to see the power of these products is to hear directly from the brands that are using them. So I really want to welcome, Leon Imas and Xavi Cortadellas to talk about their experience. Thank you.
[Xavi Cortadellas] Excellent. Thank you guys for hosting us. I will go first, Xavi Cortadellas. I'm the General Manager for Gatorade Athletic Equipment. I will explain a little bit the why on personalization, and then Leon will explain the how, kind of the magic. So a little bit of our story. So around one year, one year and a half ago, we wanted to basically repositioning Gatorade.com, and we decided to do it around personalization. Why is that? Gatorade, as you guys know, gigantic brand, our products are everywhere. If we wanted to create a D2C business, we need a carrot, a hook for consumers to go there. And we thought that personalization and specifically personalization around bottles and towels, or reusable bottles that consumers could own, could create themselves that could be a good reason for people to visit Gatorade.com and once there discover the rest of our portfolio and our services. So how it come to life? I have a quick video and we'll do a quick demo of what we have today.
[Music] So the concept is very simple. So basically, we ask consumers to go to Gatorade.com, and there, they could create their own bottle or their own towel. The example here with the bottle is, basically, we offer them a range of colors, a range of fonts, a range of patterns, and through this creative experience, consumers can create their own design. They could play with the color of the marks. They could add text into the bottle playing with different fonts where they could write their name, the name of their team, the name of their family, and feel that this bottle is unique to them. We do one-on-one customization, so you could create the bottle for you. You could also create the bottle for your team or even for your organization. Consumers go to the site, play around with that, decide print, I want my bottle, and then, one week, 10 days after that, we will ship the bottle at home. One thing that also celebrating Gatorade and the culture of Gatorade around teams, we also design the whole UX/UI to facilitate the process when consumers want to create multiple bottles, again, you create one design, but then you want multiple names, multiple numbers to do it in an easy way. That's Gatorade.com today, but we wanted to elevate this to the next level and bring AI as part of the mix. [Leon Imas] Cool. Thank you, Xavi.
Well, super excited to share this with everybody today. And I do want to say before I even get into it, just a huge thanks to the design team, the marketing team, engineering, our external partners at Work & Co, a number of other people as well as obviously Adobe, which was the only way we would bring this to life in such a short period of time. This was super inspiring to me. I think when we first saw the potential of what Firefly could do, not just for our internal process as a creative, I have two people from my team, they'll be speaking a little bit later this week, both Veronica and Danny. They'll talk a little bit about how we're bringing it into our creative process, which is wonderful, but this was an incredible opportunity to bring it forth for the consumer. So the ability to bring this level of expression, which is something that we've always been proud of doing with our elite athletes and then bringing it to the public within Gatorade.com and Team Shop, the Team Shop van is out there in the Creative Park, which is wonderful experience. Definitely go and check it out. But what we were able to do, what we were able to unlock is to bring that experience that we do with our athletes. We talk to them about their lives, what they love, what they're about, what their favorite color is, or what the favorite team is, a part of their story that they want to really bring to life in Express. And being able to do that with what we've been able to create with Adobe, through this new platform is absolutely incredible. I'm going to play a little bit of a movie, and I'll show you a little bit of the potential of this.
[Music] Yeah. I'm still astounded whenever I get to see that video. It's absolutely awesome. Now you can all go and play with that on Gatorade.com. Definitely go check it out. Play with it now if you want. You can listen to me talk it over. What you're seeing here up on the screen is obviously a walk through what that experience is like. What I love about this is its being built off an incredible product. Mich Alvarez is here from our design team who creates the industrial design behind this work. It's based in creating a sustainable solution for our athletes, which is also an amazing thing. But what you can see here is, through a little bit of curation and bringing to life the things that really matter to us within Gatorade, which is sport, the life of our athletes, the things that they love, giving them the opportunity to pick their color and their favorite jewel tones that Gatorade is absolutely known for, really bringing to life the story in this incredible way. I'm going to pause here for a little bit because that's only one level of this experience. We wanted to bring even more. So on top of being able to play with all of this great opportunity of expression and really expand and express these new ideas with all of these new variables in the mix, we also wanted to make sure that we could bring this full potential of what Adobe Firefly can do and really open it up completely. So we wanted to build in a full text to image process...
Which is going to go right now.
What I love about this is absolutely anything that you can think of, anything that you want, anything that you want to play with or even test out, you can truly bring to life. So very, very cool process.
This is one of those things where you can imagine when we started this, every kid wanted a bottle that would match to their swim team colors, to their soccer team colors. They get one bottle for every part of their athletic part of the season, and they bring it to life. And now they can create this incredibly new narrative and visual story. It's so exciting. So we're incredibly proud of the work that we've been able to do, and excited for everybody here to start playing with it. So with that, here's a little bit of what we've been able to show out in a short period of time. But I'm going to hand it over to Grace Engels who'll walk you through her story.
[Grace Engels] Awesome. Hi, guys. Who's having fun here at Adobe MAX fun? All right. So I am from Newell Brands and I'm sure as Ken mentioned, none of you know what that is, but that's not true. Actually, about every single one of you have one of these in your pocket or your purse. We make all of the things that make creativity come to life in an analog way. So I bet we could actually rival Adobe in one of the most favorite supporters of creativity of all time. So if you don't have one of those, you certainly probably have a baby or a candle or you use a Rubbermaid commercial trash can out in the hallway to throw away your lunch. And if you don't have that, you have probably the most important thing that fuels creativity, which is coffee, with one of our Mr. Coffees in your home, or a Crock-Pot perhaps is how you made dinner, while you were working, and not having any time to cook. And the last thing that we make is also everything that supports the outdoors, including Marmot and Stearns, and a ton of awesome cleaning products around the world.
And not only do we have all of these brands, all of these wonderful brands, and many more that aren't on here, but we also are a global company, right? So we are fully living deep in those bubbles that Ken showed of the half a million assets that you need for every four or five items that you can imagine we have in our company.
And as we know, this is only going to grow, right? So more content, more content, more content is the challenge ahead of us, and we're super excited about what these AI tools can do to help support that.
So our design team, we have a centralized design organization that supports not only the product design side, but also the communication design side of our organization. So branding, eCommerce, and all of that content is centralized in our group, so we have a unique opportunity to take a lot of complicated brands and a lot of complicated content, but throw a lot of creative people at that problem. And as you know, creative people love Adobe. We also love themed Halloween costumes, so this is a real team Halloween costume from our archives to just to show you how long we've been playing around with these tools. As a big group of creatives, we've been using Adobe tools for a long time. So we've always been using Workfront, our Creative Cloud tools, and playing in Firefly as soon as it was available to get our hands on it. Some examples of what we were doing were some of the things that you've seen before.
So generating images to use them for our products. This is a real example for a variant that is close to Pink Sands. If anyone likes candles, you'll know Pink Sands is the top-selling Yankee Candle scent, and we do seasonal variations off of some of our top scents. So this was an in and out fall version for Pink Sands Glow. And how do you quickly get that feeling that the core Pink Sands candle has without having to go on location and shoot at a nice beach, although I would have liked that assignment. But get really that feeling of the warmer glow of a sunset, right? So we could quickly generate a dozen, 100 different ideas, and get the right thing on the shelf.
But what does that look like when we really want to scale it, right? When we're talking about the scale that Ken was showing you in all of those bubbles, it's a little scary. You're going to have that daunting mountain of content. Does that mean that you're not going to need creative people? Definitely not. You're definitely going to need that design expertise and the area of what you guys will work on will continue to be the top of that mountain, and the bigger the mountain grows, actually the more we're going to need from the creative experts in the room.
So what we're doing now. So we've moved from those core tools that we've been using for a long time, working with our partners at Adobe on how do we make it more connected. How do we make more of it automated, how do we connect some of these tools, these Firefly tools that are exciting? But generating backgrounds one by one, is not something we have the luxury to do, right? We don't have time to do that for the number of things we're talking about. So let me show you some examples from our favorite brand Sharpie here.
So here's a real life example. So for seasonal products, we do theme packs for different seasons for different retailers. They never want the same ones. So this is one that we did for Target, and it was a lizard theme, but getting to what that theme should be for the year, we used a lot of the Firefly tools to draw inspiration. So what could it be? What could different color stories look like? Should it be a snail? Should it be a seahorse? We landed on a lizard, but then obviously, because we love our Sharpies and we use our actual tools, one of the talented illustrators on our team actually did the final hand-drawn illustration that you see on the pack.
And you can imagine the amount of different versions of this one product that we have made in the universe, and all of its different cousins as well. The Sharpie portfolio is quite complicated. So we're going to show you just a little bit about the content we would create just to launch one of these items.
So these are our new Sharpie Creative Markers. If you haven't tried them, I highly recommend them. They just came out last year. They are an acrylic based marker, and it just launched with those six skews, right? So this is the first launch of this new product, and you could buy 2-pack, you could buy this 5-pack, and you could buy all the colors that we launched, the 12-pack, right? And it comes in two tips. There's a bullet tip and a brush tip. So this seems like a pretty straightforward six items. But if you can imagine the number of assets we had to create for that, in addition to how many things you could use this product for. So this is just a quick example of so many hand-drawn items that we had to create just to show off in this one image, right, what you could really do with this product.
Now multiply that by all of the different size variants, and you get the idea. And just to put one ad on walmart.com, you have to have this many versions of that item, right? So what can we do with Firefly Services to take that to the next level, to take that expert created item and make the variation of it something that you don't have to think about, that somebody can just go in and pull, or publish, or push the right versions to the right places where they need to go. And if any of you have worked with some of those retailers, they're changing their standards all of the time. So being able to automate that and have the push go to all the variations you need, is a super great time savings.
And we're looking with that in real-time too. What if you could generate different illustrations, right? So playing with how Firefly can get hooked into this in the future too.
One of the other things we're super excited about, and we haven't embedded this yet, but we're working on how these tools can take some of the metadata tagging tasks that our designers never love to do off of their plates and really enable us to take that content creation and the variation, and have that be embedded in the work as they're getting projects to work on, and then having it travel with the assets throughout the project.
So what we're going to do is, we're going to give you guys some of these to try. So I have a few of them and I have assistant down here, who's going to hand them out. This is my coworker, Jeanette. So if anybody has a Sharpie in their pocket or their purse, if you hold it up and we'll give you a pack of these creative markers to try.
Anybody have a Sharpie in their pocket? Well, I see at least one, two hands. Oh, one, two, three, four. Look at that.
Awesome.
All right, I think that was anybody else who has a Sharpie. All right. Next question. Who has a Paper Mate pen in their purse or pocket? And we'll give you one of our creative marker packs. Oh, there's one right there, and two more. How many more do we have left, Jeanette? I think that might do it.
[Jeanette] I think you have enough. Awesome.
All right. And then lastly, we also have a bus. It's not here like the Gatorade bus. It happens to be in another part of the country, but it will be next week in New Orleans, if any of you are going home to the area. And it will be back here if any of you are local to Miami for Art Basel in December. So please come, check out the Sharpie bus if you are a local. Thank you so much, Ken. Thank you.
All right. Thank you, Grace.
I should have brought my Sharpie. - Yeah. - Yeah. Well, this is for you. Oh, thank you.
So now, we've got a little bit of time, and we wanted to go a little bit more in-depth into some of these examples. So we're going to do a little fireside chat.
Not everybody can see us very well, but we're here.
I want to start off by-- You can introduce yourselves a little bit more for each of you. Just tell us each about a little bit more about your role within your organizations.
Go ahead. I'm going to go first. Okay. So Leon Imas, again, VP of Design for PepsiCo for North America Beverages. So what that means is every brand in the PepsiCo portfolio for beverages in the US and Canada, my team oversees. It's a lot of incredible brands. Gatorade is obviously one of them. We have a lot of soda brands you've probably heard of, Pepsi and Mountain Dew and Starry, a number of water brands. But what's also really amazing is on top of all the brands that my team creates, there's also a team dedicated to innovation, for new concepts like the one that we talked about today, as well as sustainability, which is really an inspiring piece for me and my job. But my team is incredibly dedicated, wonderful group of people, and I think driving these brands forward really requires so much. So for me, I get the opportunity to lead that incredible group of human beings. But it's an incredible, yeah, it's an incredible role. So anyways, that's a bit of my day.
Yeah. I can go, Xavi Cortadellas, I lead, Athletic Equipment in Gatorade. What's Athletic Equipment? We have a business of reusable bottles, coolers, towels, etcetera, that our obsession is to grow it together with our enhancements business, the products, the tablets, and pods, and basically educate consumers on a different way to take our products. So we are sustainability obsessed, and I lead a team of Mavericks that within a big corporation, we try to be big disruptors, and always use design and innovation to change the game. I have a former design background, I used to like Gatorade Design, and that allows me to break some rules and make some damage. So that's super cool. Yeah.
And I'm Grace Engels, I work on the awesome Newell Brands design team. I am the creative leader over three of our segments of brands. So I lead our writing portfolio, as well as our baby portfolio and the Rubbermaid group that includes our commercial and a lot of our larger consumer products that are Rubbermaid branded. Thank you.
So I mean, we're very excited about the potential for Firefly and as Adobe, we're still learning from our customers what the use cases are, and so I'd like to ask you what's the most exciting, maybe starting with you, Grace. What's the most exciting part of Firefly Services and Firefly for you, and where you see the most value for your organization and your customers? Yeah. So I think the most exciting thing for us about Firefly Services is that we're going to be able to take our pipeline of products that we've been working on and translate how those get to deliverables so much more quickly and efficiently, so that our team members can spend more time on the creative piece. So we have the kinds of brands and the kinds of content that really needs that creative time. And when we have to take every one of those and spend two-thirds of the time creating all of those asset variants, it really takes away from what we could be doing to connect consumers to our products.
For my team, they're actually I'd say a few dimensions to it. I think there's probably three that I'm the most excited about. One is just creative. Being able to create with a totally new tool that really brings so much enablement to every facet of our design team, which is really incredible. We were able to use it as part of the creative pre-visualization process of the big ad campaign that came out recently for Pepsi, the Gladiator campaign. So that was incredible. Also doing consumer experiences like the one that we showed earlier this morning, and more concepts like that. But I think to what Grace was talking about, that's also an incredible inspiration for us. How do we bring this into our process of production and creation, when it comes to creating for our customers and our consumers? The ability to bring that much creative firepower and adaptation process and really creating more efficiency, so we can spend more time on creative, is going to be an incredible game changer for our team and our process.
Yeah. I will add two dimensions. One is the democratization of design and the second is the quality of the design. I think when we started this journey around AI and custom models, we were a little bit skeptical. We are super proud of our bottles and said, "Oh, wait a minute. Now we will let consumers to design these bottles. You could start imagine basketball players with 3 feet, or people with 12 fingers, or stuff like that. But these bottles looked super cool. And for us, before we bring these bottles to life, we need to ensure that these bottles are cool. Otherwise, we will not do it. So I think that this aspect that now every consumer could be a designer, but their designs would look freaking awesome, that's, I think, what your products bring to life. So I think this idea of curated design, but accessible to everyone, but creating cool products for us has been game changing.
When we put together this session, I was really excited to have these two use cases, Gatorade and Newell. Gatorade is an incredibly innovative way of-- It's a new customer experience, right? So it's a customer-facing example of using Firefly. What you're doing, Grace, in this case is more about internal content supply chain, improving the productivity and efficiency of how you can create content. So like an internal and external use cases, which I think shows the power. I'm curious for both of you what other types of use cases are on your mind, either internal or external? Yeah. I think one that we have not fully cracked the code yet, but I think also one aspect for me on AI that could be super interesting is the part of learning on the designs and do fast learning to then implement these designs at a commercial scale, right? So today we have unveiled this amazing platform. We will see in 10, 15, 30 days which designs are more popular, and that could help us to basically design the next commercial collection that we will do at scale. So we tend to do a lot of insights and stuff like that, but to me, real market data on products that consumers are designing, I think AI in terms of consumer insights and then bring designs at scale, it will be a super powerful tool. Exactly how, I don't know, but we'll figure it out together. Yeah. I'm going to add a little bit dimension. I love what you're saying, Xavi, about what it could bring to those areas. I think one of the things I'm really excited about is we know so many things about our consumer. There's so many things that we don't know. And I think when you can pair the knowledge that you have about what people love, what they're into, what they're excited about, for Gatorade, it's more about what they need to achieve what they're going for, the formulas and the types of products that we create. To really personalize that at a level of scale that is just for you, is such an incredible thing. But I also get very excited about the opportunity to create creative expression for the brand at a level of scale that would be the video that you just saw created just for you or you or you. A short sequence of content maybe by video, like we saw a little bit earlier today, but brought forth into a totally personalized story is just super exciting to me. I think the opportunity is just, yeah, just really amazing to think about. One of the other things I'm super excited about is the democracy of our creative tools even amongst ourselves, right? Being able now to access your same level of creative tool on your phone that you had at your desktop or that you used to need a very powerful tower to operate inside it plugged into the wall, right, is some magic that we have not yet seen the output of yet. So all of these super talented creative folks being able to, in real-time, create what they want at the level of fidelity that they want is going to make it 1,000 times better to get our really good ideas and collect them and put them in front of consumers, and I think to test them too.
So a related question. Talk a little bit about your teams, right? These are new technologies, new ways of working. What are you hearing from your teams and what kinds of issues or opportunities are coming up as you're working your way through these new technologies? I can say with 100% certainty our creative team is way faster at this than our legal team.
And look, that's a universal thing, I think. Sorry. But what I'd say is, I had a professor very long ago and they had a whole thing about technology. They said, "Don't ever treat technology like something magical, really get to know it, bring it into your process, make it feel like as attainable and useful as a Sharpie, or a paintbrush, or just a pigment that you create." And I think so much of what we've been trying to do is upscale the team so quickly. And Adobe's been an incredible partner in this. We had a Creative Jam in Chicago at my big team event where we got all 70 plus people together to play with it and play with the bottle side of it and then also play with Mountain Dew project where we were super expressive with the new identity actually came out last week. But I think it's putting these tools into the hands of truly trained craftsmen and craftspeople, I should say, is just so inspiring to me. And now we can bring it into so many different forms like video and hopefully soon shape and industrial design and I think the potential is just absolutely inspiring.
I will add speed. I think Grace talked a lot about volume and quality of designs, etcetera. To me, the cycle of design, at least in this process and with Leon, we were discussing this, that almost sharing this with leadership, they didn't believe that said, "Okay, this thing is happening." They said, "Hell, yes." The whole process beginning to the end has been super-fast, and I think that the quality of designs that you could bring in a short period of time, and for us as a brand to react a little bit on different sports moments, different collections, etcetera. You mentioned that on your intro, it's the idea that the brand needs always to be there. You need these tools to react on the moment. So to me, just to reduce the innovation cycle from a design perspective, it's a very interesting angle. I think even to just be able to quickly visualize something as a lot of visual people, I think we can juxtapose things and imagine them in our heads, but it doesn't help you work with business people around you, right? If I say a coonskin cap on an alligator sitting on a pirate ship, I can see that in my mind, but nobody in our partners can see that. But now I can bring it to life almost instantly without spending the energy it used to take to have to visualize that to convince someone else that it was the right way to sell an idea, right? We have such a culture at PepsiCo Design of rapid prototype. And I think to the point that you're bringing is the visual prototyping of ideas. It's so difficult sometimes to communicate something that's never been done before, never been seen to people who need to partner with you to make it happen, to give you the resources so that you can actually bring these things to life. And now the ability to quickly move from idea to something that they can tangibly see, and such a level of acceleration and potential just opens up the dialogue between all the people involved in the process to really understand what is possible. And these tools just make it so much easier to get from an idea to a sketch to a prototype. I love this idea about the speed of innovation, being able to accelerate cycles of innovation.
So a bit of a leading question, but what do you do with the productivity gains now that you can work faster, you can create content faster, you can innovate faster, what do you do with all the extra productivity gains? I mean, our simple answer is that we have so many brands and so much scale that we pretty much can't keep up with the mountain of content that's needed, right? So we will just take those folks and put them right back into actually doing justice to the consumer-facing content that our brands need. There's an unlimited amount of things you can tell kids about Elmer's and slime, right? But we don't have enough hours in the day to do that. So if we can take things off of our designer's plates to put more energy towards that. There's only upside. Yeah. I will add, we do more cool [CURSING]. That's basically what I want to do. - Yeah, yeah. - Yeah. I think that the opportunities are unlimited, and I think also this idea on one-on-one designs, the bottle for you, the bottle for your team, but now you could do a small production, a small run of 200, 500 bottles, etcetera. The amount of collaborations that we could unlock, that typically said, "Yeah, we have these at our fingertips, but we don't have the time to do it." Guess what? Now we could do it. And I think, again, time with creative people, that equals cool [CURSING]. So that's basically what we'll do. Yeah. On top of the cool [CURSING], what's been amazing is we always try to hire people that have such a diversity of skill sets, a diversity of backgrounds, experiences, people that come from wildly different industries and the ones that we create within, because they bring so much to the table. But when I think about at the end of the day, some are much more skilled at motion design, illustration, graphics, typography, typeface design, sometimes pre-visualization, creating products and sketches to give those capabilities quickly to somebody who appreciates and understands but might not be an expert illustrator. To give the graphic designer that ability, to give the illustrator the ability to have a graphic design potential, it really creates so much more empathy, I think, between the design team, but also just enables everybody to such a degree that I don't know if it's about efficiency, but we get to bring a wildly different set of ideas to life because we get to break down the differences between roles and capability and skill sets.
I love these ideas. So more innovation, more cool [CURSING], more diversity of creative expression. I want to thank you all for sharing your stories. Thank you.
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