In the first edition of Tech Trailblazers, a new weekly profile series showcasing key players at the intersection of advertising and emerging technology, The Drum spoke to McCann’s head of innovation to find out more about the biggest challenges and opportunities for marketers using AI.
Driven by a passion for creative work, Elaf Horowitz knew from an early age that he wanted to work in advertising, but it wasn’t until much later that he discovered his intense curiosity about technology and how it could help him realize his creative ambitions.
Horowitz currently serves as global head of applied innovation and generative AI at McCann Worldgroup, a role that has allowed her to combine her dual love of creativity and emerging technology in her work with major brands such as L’Oreal and General Motors.
This week, we spoke with Horowitz about her career path, her hopes and fears for AI, and the need to put the human experience at the center of all marketing efforts.
Welcome to Tech Trailblazers, a new weekly profile series that explores the minds of top marketing professionals and technologists who work tirelessly to leverage emerging technologies for the benefit of their clients, consumers, and society at large.
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The Drum: What first got you interested in technology? Was it a lifelong passion or something that developed slowly over time?
Elaf Horowitz: My father was an artist, so it was natural that I developed a love for creativity and the arts, and from an early age I knew I wanted to work in advertising.
In high school, a teacher told me and my parents that he thought I’d be really good with computers and technology. I don’t know why, but it’s amazing when a teacher sees something in you that you don’t even know you have. So I started getting into computers and programming. In college, I studied Instructional Design, which combines psychology, design, and technology.
So when I got into advertising, it was a very easy transition to get into digital marketing. I’m really grateful to that teacher.
TD: How do you see the relationship between marketing and emerging technology? How do they interact and influence each other?
EH: I see it as an interconnected system. I envision a flowery Venn diagram where branding, technology, human impact and aesthetics all coexist. True innovation is at the center of this diagram. When all of these work together to build technology that is true to your brand’s values, has a real impact on the humans who use it, and creates a beautiful experience, then you’ll achieve true harmony between technology and marketing.
But it’s the human element that really matters: we sometimes forget and build technology for technology’s sake.
TD: What is the most underrated emerging technology trend that is starting to impact marketing today?
EH: It may not be as sexy as some of the other topics, but cybersecurity and governance techniques are both underrated and more important than ever. Companies sometimes don’t think about them enough because they are perceived as strictly government purview. But AI is making it very hard to distinguish real from fake, and the technology is getting better and better.
Then there are all the intellectual property and copyright issues that arise with AI. I know it will take time for governments to catch up and put some guardrails in place in this space, but I believe that we as the big players (government agencies) have the power and ability to influence big tech companies to build solutions to the problems we face.
Yes, we’re starting to see progress on watermarking, but it can be easily hacked, so I really think[marketers]need to collaborate more with companies on cybersecurity and governance… We’re asking companies to set up some kind of AI council that spans legal, HR and other departments, because[this technology]impacts everybody.
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TD: What role has curiosity played in your career trajectory?
EH: When it comes to technology, you need to be curious and passionate. I also strongly believe in the adage, “The future belongs to those who get their hands dirty.” I feel very lucky because I’m in this immersive playground right now, surrounded by this amazing toy. So what I try to do every day, other than reading a lot and talking to other experts, is to make sure I have time to play with new technology. Thankfully, every day there’s something new, or at least discovering a new startup. And when I play (with technology), I try to think about how it connects to a real human need, how I can leverage it for my clients. What motivates me is to take a new technology or concept and express it in a way that excites people and see them happy to say, “Okay, I get it, let’s try it.”
TD: What is one piece of advice you would give to young marketing professionals just starting out in their careers?
EH: Don’t just master AI, develop your own perspective on AI. Use AI as an enabler, coach, and trainer. I’m an AI optimist. AI is the great equalizer because every idea, every concept has the potential to become a reality. You don’t even need to know how to code anymore.
Also, be proactive. If you feel you have mastered AI or acquired a new skill, talk to people about it. Follow your dreams. That’s what I did. People want to work with passionate people who think creatively about new technologies.
AI is still in its early stages and far from perfect, so understand the limitations of the technology, but make it your goal to use AI as much as possible and experiment with it using the lens of your own creativity.
This interview has been edited for clarity and length.
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