“At Tool, we’ve been helping brands leverage AI in advertising campaigns since 2016. With generative AI, we continue to look for new ways to enable consumers to engage with brands and consume content. I’m finding that what we’re currently seeing with generative AI is the most exciting opportunity since the rise of the internet. The reason I say that is because we’re finding that AI is allowing us to work with our clients to provide both creative and business value. Across the industry, marketing budgets are getting smaller, margins are getting tighter, and everyone is saying ‘hey, how can we still tell powerful brand stories, in a creatively interesting way, but do it more efficiently?’ Platforms like Runway are allowing us to do that.”