What happened next?
AI helped the fintech company reduce its sales and marketing expenses by 12% last year while expanding its presence in countries like Austria.
In May, Klarna announcement a $6 million reduction in image production costs as well as a 25% reduction in external agency expenses, such as production, translation, CRM and social media. In total, AI contributed $10 million in annual savings
But Klarna’s warm embrace of AI also has consequences. The company announced in August that it planned to lay off half of its workforce over the next few years, citing in part the growing capabilities of AI.
Lessons learned
Klarna continues to ensure that its use of AI is still rooted in human understanding, as it has found that AI still struggles to handle larger, more complex campaigns. For example, his holiday campaign with NBA veteran Shaquille O’Neal relied heavily on human creativity.
“When it comes to our big creative campaigns, we haven’t yet figured out how AI can help us create an idea,” Sandstorm said.
2. JLL
AI’s big moment
At ADWEEK’s Brandweek conference in September, JLL CMO Siddharth Taparia shared his plans to implement AI at the real estate company.
Taparia, who joined the company in 2021, said he realized the potential of AI when ChatGPT launched in late 2022.
Since then, he identified AI use cases at JLL that prioritized quick wins and high-impact initiatives and built a team of AI enthusiasts eager to build a culture around technology.
What happened next?
In May 2023, the real estate company introduced responsible AI guidelines. In August, he launched JLL GPTa bespoke generation AI platform used to incentivize board members to invest more in technology.
“Now we not only have their buy-in, but we also have their enthusiasm and excitement behind us,” Taparia said at the conference.
Last month, JLL revealed JLL Falconan AI platform that combines its proprietary data with generative AI “to deliver personalized capabilities and actionable recommendations to investors, occupiers and building professionals,” according to its site. It is one of several AI platforms developed by the company.
