‘AL AWARDS. 9 DYNAMIC PEOPLE AND PRODUCTS LEADING A. REVOLUTION GEN Al MADE THIS NOVEMBER 2022 ANGEL REESE BAYOU BARBIE AND QUEEN OF THE COURT. BY MOLLIE CAHILLANE +23 MORE CHAMPIONS OF CHANGEActionable Ai is here. CluepSUPER SOLD OUT AD SLOTS FOR FEBRUARY'S BIG GAME ARE NEARLY GONE. BY BILL BRADLEY Linear television may be struggling as 2 whole, but the i's bringing slime ta the Suner Bow, with Nickelodeon erty tarSuper ow Sven Esiewrtuay sod leas Tevet ete aye CHAMPIONS OF CHANGE in g0Ds odsnevare-pacig head afochedule” "Snir tichlodeonsprevie Wh Car game Theathietes and executives Paramount didnt reve such as pricing Super Bowl units wil be ool 3 on Sand Nick in nearly $600 milion inreven m (eared that clients have the option to se itferent €f 30: second spotsin the mid to high-S6 milion range, don the network, with muttipte 30-se th of $7 milion. saming strategy, the most ‘58 was among the cent broad uper Bow on Fox was the most sought-after inventory during ts 2023-2024 most-watcned Big Game ever. drawing an average of Uptrant negotiations, accord pany. more than 115 milion viewers, The ast me CBS a erlerthis year, Paramount also nounced thatthe Super Bowl, pulled in 6.4 milion viewers How marketers ae bridging the artic inteligence tngunge oop Preto scemenmmecamersma Iyilion Walmart’ Slack Friay ad campaign, with Lindsay onan, Amanda Seyfr ‘all grown THE LONG-AGO aes oe tticcreyndats olsboaion irown.Thecampaign, _ VALUATION OF of Publics Groupe agencies WEWORK, WHICH [Fallon Publics NY, The Community, © ‘nd FILEOFOR CHAPTER 11 utmore aes on sock fea BANKRUPTCY rough Cyber Monday. Brtoney Kiefer ONNOW.7 Ce WelghtWatchers Mlerosofthacanew _Stagwell acquires raines Gut Miaml os (after 32yearsin _ereativefsocal agency restive ADR “Takeshi Numote MoverssShakersUPFRONT LESSONS LEARNED SASHA LUCCIONI ON BEING A WOMAN— AND A MOM-—IN TECH BY TRISHLA OSTWAL ‘The ist time Sasha Luccionl appied {or aposiin at Hugging Face—the Al Startup now valued at 945illon she was ejected Twasn't what they were looking or she recalled This was nearly three years ago Shaking ofthat int rejection, she went to work at BigScince, a yearlong ‘olunteer reseereh workshop funded bby Hugging Face totran the fst open source large language mode. Luceont directly reached aut to Thomas Wel, the ‘startup’ co-founder, during the project. and proved ny worth” convincing hi to ter her 3 job Fortwo years now, Lucsion has worked asthe climate lead and Al ‘eseareher for Hugging Face, the machine {earning platform and community that helps people deploy Alin open source applications, suchas Met's lama 2. Tfthose two years havent exactly been smooth sing, that's because the male presence looms large over the fl of Al Liecion nated, from cinematic portrayals tffuturlte tech workers ike Ex Machina tothe “Godfather of Al” Geoffrey Hinton, im 2020, report by the World eonamic Forum reveded that women accounted for ust 26% ofthe workforce In data and Al positions. "its super alienating. she aknowedped What working motherhood looks like White Luccion was pursuing her PhD. at Université du Qudbeo 8 Mentrétin (Canada, she alsa became 2 mother (Her children are now B and 6) Pursuing a PhO. caries certain txoention for motherhood! attending publishing papers and the constant need the academic eammanty conferencein aly during her sts, her then-4-month-aid baby. conference venue ding breaks so Teculd breastfeed” said Luccion. felt out of place. But you need to publish to stay rtevant Diversifying Al Inthe male-dominated Al tn exception The company's founders have consciously heed are women among ts 160 employees (although since it's tlegat in sme countries to gather employee gender Information, Lucci! could't share the breakdown) Stil i's 9 stark contrast to the rest ofthe wore where Al populated with men catchphrase especialy inthe tase of Ale she sad t's really important to make the technology better because the different experiences you have within the technology, the more robust it wll be" The Allandsoape fs setto became mare compettive, And for Lien asserting herself as a9, expert~partcuary considering her research and professional ‘contributlons--becomes erica find mysel telling wernen otttety tat stbecnse doesnt mean you have to shut Yourself off” she said "You have your place. And you should take your place A. We need ddveratyn WORK HISTORY journey refectsadeep ‘commitment to ethical and sustainable Al research, She's currently the climate lad land Alresearener et Hugging Fave. Shoisalso a founding member af thenongraft Climate Change Al and Serves asa board member of Viemen io Machine Learning several organizations including Nuance Communications and forUnesco, Notably, she was {estured in M's Technology Review in September or her research on estimating the Nvenaen 2003 | WEEINTRODUCING THE NEW COMMERCE ECOSYSTEM We're bringing brands, agencies, retailers, and publishers together to own the next era of digital advertising. Scan the QR code to watch ied snetererees Mn kere Ue R Reena aeons eee alaeEDITOR'S LETTER FORCES OF CHANGE IN SPORTS AND TECH PRESENTING OUR INAUGURAL, Al AWARDS AND REIMAGINED CHAMPIONS OF CHANGE. Ifyou're looking fora litte inspiration as the nights start los story from Mollie Cahillane on LSU Tigers star Angel Reese will deliver. Reese, fresh from signing her Reebok NIL deal, sour lead Champions of Change honoree an award thatcelebrates those at the top of their game in sports and marketing, This ist, ints sixth year (renamed this year from the Most Powerful Women in Sports), also honors 23 other champions, Including Disney global advertising president Rita Ferro and Togethxr ‘co-founder Jessica Robertson ‘Astthe cliché goes, change isthe only constant, But clichés exist forareason, Nowhere are the forces of change more apparent than in the onward march of technology, particularly generative AL At Adweeklike much of the advertising community—we see gen Alas another tool to reduce Incliciencies and spur human creativity, rather than replace it, throuigh transparency. (As yout can imagine, gen Ahad ahand in developing some ofthe elements in this issue, Where that’s the ease, wwe'redisclosingit) 6 n earlier, this issue's cover That's why our inaugural AL Awards celebrate the people working ‘with tech to drive impact for the marketing community. PJ Pereira, creative chairman atagency Pereira O'Dell, is our ATChampion forthe work he and his ageney have done tocreateanairofplayfuleuriosity through its AT Lab. Brands and publishers tell me they don't know where to start with embracing zen Al, so we're delighted that Pereira is sharinghis experience at our NexTech event in New York on Now Mand.5, While it's clear we haven'tyet realized the full potential of gen AI, this issue is focused on harnessing the power of tech in ways that drive impact, rather than—as marketing has sometimes been accused of Tatchingon to ashiny new object for aPR buzz, (There mightbe achatbot hosting an awards show near you) Withconflictsragingacross the ‘world, as well as the existential threats of the climate erisis, we ‘can be cautiously optimistic that technology and gen AI hold some of thesolutions. But there's abi Gen ATs explosive growth ison collision course with theclimate crisis for the energy it takes to train and use those models, In these pages, we ean be clear eyed and thoughtful about the dangers, ands an urgeney that lawmakers and business leaders are ‘The tech giants are pouring billions into AI startups, sothe progress of AI willfurther reward the most powerful players. Trishla Ostwal examines the imperative to train models to be more incusive ‘Mark Stenberg outlines how publishers, caught in a familiarpower Strugale, are poised to strike deals With AI companies that could change hows we access information online, With clear ramifications for the digital ad ecosystem. Gen AT isset toupend marketing, making the human touch even mo powerful. At Adweek, that means the powerofyou,ourreaders,andour tt community Scan to read our November special package, Unleashing the Power of Tech Marketing NOveNBeR 1003 | nOWEEK