Alcocer: Apenas se comienza a ver el potencial de la Inteligencia Artificial
Sergio Alcocer, Founder of The Rest Of The World and Juror of El Sol, will look for big ideas with excellent execution. The executive was named Jury President of the Production category, which awards best audiovisual, graphic and digital pieces. “El Sol is an important festival for the region and the direct prelude to Cannes Lions. A metal in El Sol is worth a lot and is not given away as a gift” he warns.In Production, you can find pieces in every format. “Production brings the ideas to life. Awarding only a spectacular production without an idea, would be going against the essence of our industry.” The U.S. Hispanic market, he says, has done a good job in the last editions of El Sol. “Last year, We Believers had its debut in Bilbao with their case for Salt Water Brewery, obtaining the Grand Prix, and since then, the piece conquered other festivals.” Although this year’s festival season is about to start with the Wave Festival in Rio, he states that they haven’t yet seen all the pieces from the Hispanic agencies, which they have invested hopes and money. “It is not a surprise for anybody that our agencies are going to fight for metals in all the categories.” He points out that the potential of the artificial intelligence and robotics is barely starting to show, shifting everything in the industry worldwide. “I don’t believe in an apocalyptic future ruled by machines. Human factor will always be the engine of creativity, but new tools will start to be generated that will undoubtedly make our job much more interesting.”
