A Newhouse Creative Advertising Student Created a Solution to AI Misinformation. It Was So Innovative, It Won a Clio Award.

In an era when artificial intelligence floods our social media feeds with content that makes the fake seem real, how are people supposed to discern what is true? Creative advertising student Brooke Hirsch ’24 came up with a solution to this problem.

As misinformation surges online, Hirsch became increasingly concerned with how AI has made the creation and spread of fake news easier than ever. Her innovative solution? Use the same technology driving misinformation to combat it.

Hirsch wondered, “what better way to protect people from false AI content than using AI to detect it?” This thought sparked her idea, which she cleverly titled “AI vs. AI.” Her two-minute case study video shows how this idea would work.

This past May, 10 student ideas from around the world won a 2024 Clio Award for Student Innovation. Hirsch’s idea was one of them. Winning a Clio as a student or a professional in the industry is one of advertising’s highest honors, and Hirsch earned this distinction while a student in the creative track for advertising majors at the Newhouse School at Syracuse University.

“Brooke Hirsch created an innovative AI idea that would help move the needle on protecting people from believing deceptive AI content,” said Mel White, a creative advertising professor of practice at Newhouse. “This student work was created after I gave a presentation in my Portfolio III course on how to effectively use emerging technologies for brands. Our creative advertising students learn how to create original ideas utilizing emerging technologies to solve problems, all so that they are prepared to work as copywriters or art directors in the advertising industry. Brooke nailed it. This idea is excellent.”

The Story Behind Her Win: How Did Hirsch Create “AI vs. AI”?

After her presentation on emerging technologies, White tasked her Portfolio III students with this brief: Create a digital idea using new technology for a global brand that solves a problem.

When brainstorming problems to solve, Hirsch recalled recent news coverage about how the deceptive use of AI is tricking people into believing that fake news is real. Coverage of AI’s problematic usage led Hirsch to pick AI-generated misinformation as the problem to address.

“I’m deeply concerned about the impact of AI,” Hirsch said. “That’s when I started thinking—what if we could turn AI against itself? I know that AI has the potential to be a powerful tool for social good. This led me to explore how we could harness it to combat the problem it’s created. That’s how the idea for ‘AI vs. AI’ was born.”

Hirsch chose The New York Times (NYT) as her brand because of its demonstrated commitment to safeguarding the truth. As Hirsch developed her idea, White helped her think about how each component of the digital idea would appear in the NYT app, asking “How will this feature work?” and “What’s the user experience from start to finish?” White also guided Hirsch to decide on the creative name of her idea.

“Professor White’s superpower is knowing when an idea is good,” Hirsch said. “The sentence to pit AI against AI was somewhere in one of my write-ups. It was just something that I wrote, and she was like, that should be the name. That should be everywhere. It was just a sentence that I threw out there. For that to be the crux of the idea, I needed her to tell me that.”

As Hirsch worked on the idea, her Portfolio III mentor Carl Peterson gave her helpful feedback. In Portfolio III, White uses her industry connections to pair each student team with a creative director from a top ad agency to receive additional feedback on their work. Peterson, an award-winning creative director at Mischief—named Ad Age’s #1 Global Ad Agency of the Year and Creative Agency of the Year— introduced Hirsch to Droga5’s “The Truth is Hard” campaign, helping Hirsch to capture the Times’s voice in her “AI vs. AI” case video.

“The hardest part was making the case study video script because it’s all about getting the language right, Hirsch said. “Each brand has a specific voice, and The New York Times has a very specific voice. They’re witty but not goofy. It was a great experience to learn how to write for a brand as big as this one.”

How Does “AI vs. AI” Protect the Truth?

“The New York Times has always believed that the truth comes before anything,” Hirsch’s case study video starts. “But how do you find the truth when you can’t tell between what’s real and what’s fake?”

To fight in the war against AI, “AI vs. AI” would create a revolutionary AI tool that detects and notifies people of AI-created misinformation on their phones and computers, in real-time.

“AI vs. AI” would scan images for signs of AI creation or manipulation, articles for signs of AI writing that is deceptive and videos for deepfakes and AI voices that misportray people or information.

To get the word out, Hirsch created ads to get Americans to question the “news” they see. These ads would read “How do you know that AI didn’t write this article? Now you can find out. Spot AI using AI. Free with a NYT subscription.”

Banner ads would be placed on YouTube, where deepfakes circulate. These ads would read “There’s no way to tell what you’re watching is a deepfake. Until now. Spot AI using AI. Download the NYT app.”

Hirsch’s student idea “AI vs. AI” is about the preservation of human truth.

The case study video concludes: “In order to protect ourselves, we need to protect the truth. Because human truth is everything.”

Why Does This Matter?

In a world where people use their phones to rapidly access information, they rely on their social feeds for their news. The danger of AI-driven misinformation is that it is increasingly convincing and difficult to spot, making it a huge threat to those relying on social media for their information.

Hirsch’s idea protects people from this AI-driven misinformation by turning AI against itself, creating a tool that finds AI-generated misinformation. This tool is more important than ever, as it provides a vital method to safeguard our democracy from AI-driven deception.

Crucially, “AI vs. AI” does not infringe on the right to free speech. Instead, it helps people effectively dodge AI-driven misinformation by teaming up with a trusted source: The New York Times.

How the Creative Advertising Program Helps Students Succeed

Hirsch credited Newhouse’s creative advertising program for pushing students like her to achieve such extraordinary feats.

“The program pushes students to be creative and encourages them to stretch an idea as far as possible, with just the weight of the idea,” she said. “This program pushes you to start with a huge idea, and Professor White won’t let you go any further without one. I think that’s what makes the program create so many amazing creatives. I watched my classmates develop campaigns that you would imagine a huge agency to do, or are even better than what huge agencies do, because all the work stems from the power of an idea. This program demands you be creative with what you already know and what you can do.”

Award-Winning Faculty: Rebecca Ortiz

After earning tenure in 2022, Rebecca Ortiz felt she was at a crossroads with her research, which focuses on sexual health issues, youth populations, health communication and media effects. 

So, the associate professor of advertising took a little time to carefully consider her next steps. In what direction did she want her research agenda and service work to take her in the next few years?  

Being recognized with Syracuse University’s 2024 Judith Greenberg Seinfeld Scholar Award  gave Ortiz the confidence that she was headed down the right path. The award announced in the spring highlights faculty and students engaged in excellence, creativity and innovation and encourages future contributions to society. 

“Receiving the award gave me the fuel to keep moving forward,” Ortiz said. “Sometimes you just need to hear that you’re doing a good job. …  I am thankful to Judy Seinfeld and the selection committee for honoring me in this way.” 

Ortiz arrived at Syracuse in 2016 from Texas Tech University. She teaches research and communication strategy in the Newhouse School, and her own research provides insights into how media and communications can be used to improve public health and well-being, such as preventing sexual violence or encouraging HPV vaccination.  

Her current project is a book titled “Teens, Sex, and Media Effects: Understanding Media’s Influence on Adolescent Sexuality, Sexual Health, and Advocacy,” co-edited with colleagues at Washington State University. The book, which will be available in December, highlights how the current media landscape can impact teens’ sexual and gender identity development, sexual health, and romantic and sexual relationships, as well as the implications for advocacy and education.  

The topic presents a key opportunity to think about her research in new and innovative ways because of the fast-moving media landscape, and how young people are often the ones influencing change, she said. With renewed energy, Ortiz said she is working toward her goal to continue to generate knowledge that will be useful for a wide range of audiences, including healthcare practitioners, educators, scholars and parents. 

This is the second in a series of four stories about Newhouse faculty honored by Syracuse University in 2024 for teaching and research excellence.

Newhouse Creative Advertising Students Win Cannes Future Lions Grand Prix Award

Newhouse School creative advertising students Marlana Bianchi ’24 and Molly Egan ’25 have won the prestigious Future Lions Grand Prix Award at the Cannes Lions International Festival of Creativity in France.

They earned the high honor this week for their “Break the Sound Barrier” entry that addressed a brief, or assignment, from Spotify that asked how the music-streaming service could “spread positivity by using technology to bring listeners closer to the creators and communities they love.”

Bianchi, as art director, and Egan, as copywriter, worked on their award-winning entry in the Portfolio III course taught by Mel White, professor of practice of advertising. The assignment challenged students to employ new technology and uplift marginalized communities.

Using insight that music-sharing platforms lack features catering to the deaf community, Bianchi and Egan revealed that music is not an inclusive hobby. Their winning entry would make music streaming on Spotify accessible to the full spectrum of hearing.

“In a world with 7,000 spoken languages and 300 visual sign languages, the one universal language which connects us all is music,” AKQA said in announcing the winners. Future Lions is an annual initiative from AKQA—which describes itself as an ideas and innovation company—that celebrates bold and progressive ideas from students all over the world.

Bianchi and Egan conceived partnering with deaf sign language performers who memorize and dance to beats and lyrics, aiming to engage both deaf and hearing fans. They also plan to use deep fake technology to scale performances into over 300 visual sign languages for each song on the platform, breathing life into music sharing for the deaf community.

“The initiative features deaf performances that can be added to songs by leveraging deep fake technology for social good, making music more accessible for all,” AKQA said.

This year, the company partnered with Spotify and The Wall Street Journal on the Future Lions competition, which is in its 19^th year. Spotify and AKQA will collaborate with Bianchi and Egan to bring the idea to life on the Spotify platform. 

Teaching Creative Advertising Students to Excel

When Mel White was recruited by the Newhouse School to teach the advertising creative track, she had a goal: to provide students with the education, guidance and mentorship she wished she had received in college.

White’s enthusiasm for her students has been unwavering since she began her teaching career at Newhouse in 2015 as a professor of practice for the creative advertising program. In her time at Newhouse, she has grown the program into a national powerhouse, acknowledged by the most prestigious advertising industry award shows and competitions.

After eight years under White’s leadership, Newhouse creative advertising students have gone from winning zero to over 1,000 awards at competitions like Cannes Future Lions, Clios, One Show Young Ones, D&AD New Blood, New York Festivals, Communication Arts, Addys, Graphis New Talent, Ads of the World and more. The awards reflect positively on the quality of White’s teachings.

White’s dedication to teaching her students is one of the reasons why she was one out of two professors in the entire university who were awarded the Syracuse University 2023 Laura J. and L. Douglas Meredith Teaching Recognition Award for Continuing Excellence.

“No Newhouse professor has had such a dramatic impact on our students and our reputation as a school as Professor White,” said Edward Russell, chair of the advertising department. “In her short time here she transformed our creative advertising major into the nation’s leading undergraduate program.”

Before starting her career at the Newhouse School, White had 25 years of professional creative experience at leading global ad agencies such as Ogilvy, Y&R, Grey, Publicis, DMB&B and Digitas.

Innovative techniques

Throughout her experience in the industry, White intuitively developed her own process on how to create ideas for compelling ad campaigns.

“There were times when I was in college where other students and I would come up with ideas for campaigns, and my professors either loved them or hated them, and we couldn’t figure out why,” White said. “The professors didn’t teach a process on how to concept. So when I became a professor, I was determined to demystify the concepting process and teach it to the students.”

Today, she teaches the creative advertising students a process of ideation to spur unexpected ideas to create compelling ad campaigns. As a result of this process, students avoid creative block and create innovative campaigns that are recognized and awarded by the ad industry.

“My students do not say ‘where do I start,’” White said. “They have a defined process to follow that continues to exercise their creative muscles while in school. And one they can repeat in the industry with much success.”

In addition to her teachings, White created an awards program for the school’s creative advertising track. Understanding the lack of awareness among students regarding such opportunities and the submission processes, she created a 100-page guide for 22 competitions on how they can enter their work.

While searching for prestigious competitions, White prioritized those that were free to enter, ensuring accessibility for students. The Newhouse advertising department receives funding to enter some of the ad campaigns into the more expensive award shows, which means great work will still be entered, regardless of a student’s ability to pay.

“I want to get as many students participating so they can get that opportunity to win in these award shows,” White said.

“Students earning awards for their ad campaigns elevate their appeal to creative recruiters and creative directors when looking at their portfolios for internships and jobs,” White said. “Now, it’s not just your teachers, peers or family praising your work; it’s the validation of the advertising industry. When industry creatives win awards, it propels their careers forward. Similarly, student award wins in school can help launch them into the industry.”

White also started the first annual Newhouse Portfolio Review, a virtual event that brings over 50 creative recruiters and creative directors from around 30 top ad agencies to review student portfolios.

The event usually results in many students receiving internships and job offers. For example, Sam Luo ‘21 received a job offer as a junior art director from Wieden+Kennedy, one of the top ad agencies in the world, after meeting a creative recruiter at the portfolio review.

According to Luo, his success in the creative advertising industry comes from White’s dedication and guidance.

“I really cannot express enough how lucky I am that Professor White opened my eyes to the wonders of creative advertising,” Luo said. “Her classes were not easy . . . she [encouraged] us to create ideas that we didn’t even know existed in our heads. I cannot express enough how grateful I am.”

Encouraging representation

White is adamant about her desire for diversity in leadership amongst the creative advertising industry. As someone who faced gender inequality in this field, she’s determined to ensure ad agencies notice the work of underrepresented students, leading them to full-time positions that hopefully advance into leadership positions.

“My goal is to get anybody who is underrepresented in the industry to be able to create incredibly bold work,” White said. “I want to help them grow strong creatively, win awards in the industry as a student, and get noticed by top ad agencies.”

For White, it’s not all about challenging students to just think creatively, but to also implement relevant cultural and sociopolitical issues and topics like racism, LGBTQ+ rights, climate change and more. Students’ innovative ideas were not made only for the purpose of being creative; rather, they were stimulating and thought-provoking, she said. White’s teachings demonstrate to students how to fully grasp complex issues and go beyond their limited perspectives to play a socially responsible role in the world.

This is the third in a series of three stories about Newhouse faculty honored by Syracuse University in 2023 for teaching excellence.

Whitman School Shows Its Commitment to Entrepreneurship by Hiring Student-Run POV Digital Marketing Agency

If you’ve noticed some additional content on the Whitman School of Management’s social media platforms lately, it’s likely the work of POV Brand Management, a student-run digital marketing agency working with the school’s marketing and communications department this semester.

“Fostering emerging entrepreneurs and supporting their ideas are at the heart of the Whitman School. And, what better way to promote our commitment to entrepreneurship than to hire some of our own?” says Executive Dean J. Michael Haynie, who also is vice chancellor for strategic initiatives and innovation for the University and a faculty member in Whitman’s Department of Entrepreneurship and Emerging Enterprises (EEE). “We identified a need in our efforts to market to Gen Z and filled that need this semester by hiring POV, a digital marketing agency founded by a Whitman/Newhouse student and run by other students across the University. It’s been a terrific partnership that has benefitted both Whitman and POV.”

POV was created by Phoebe Gullingsrud ’24, the firm’s CEO. Her entrepreneurial talents date back to high school, but once she started her first year as a dual major in the Whitman School and the Newhouse School of Public Communications, her brain was racing with ideas on how her courses in business and communications could help her establish a real business. At the time, the pandemic was in full force, but Gullingsrud understood that companies were struggling, and there was an urgent need to adapt to online business. Knowing she couldn’t do it all herself, she brought on others with diverse skillsets, and by Gullingsrud’s sophomore year POV Marketing Consultancy was launched.

Gullingsrud continued to run POV, even while studying abroad in Barcelona in spring 2023. Upon her return, she thought about getting an internship but quickly realized what she really should be doing was building out her own company.

Isabelle Kelly: Bridging Healthcare, Innovation and Communication

Isabelle Kelly, a talented dual degree student at Syracuse University, is making her mark as a 2024 Weiss Center Ambassador. With a passion for public relations, finance and healthcare, Isabelle is poised to become a trailblazer in the ever-evolving landscape where these fields intersect.

A Dynamic Duo: PR Prowess and Finance Finesse

As a Newhouse student, Isabelle is honing her skills in strategic communication, media relations and campaign management through her public relations major. Simultaneously, she is studying finance at the Martin J. Whitman School of Management, gaining expertise in financial analysis, investment strategies and business operations. This unique combination of disciplines equips Isabelle with a well-rounded understanding of both communication and financial realms.

Born to Make a Difference

Isabelle’s passion for healthcare runs deep, as she was born into a family of medical professionals. With a physician father and sisters pursuing careers as physician assistants, Isabelle recognized the vital role of healthcare accessibility and communication from a young age. When the opportunity to become a 2024 Weiss Center Ambassador arose, she saw it as a perfect alignment of her passions and aspirations.

Fresh Perspective and Engaging Strategies

As the youngest of six children, Isabelle brings a fresh perspective to her role as an ambassador. Focusing on promoting the Weiss Center to the Newhouse community, she envisions utilizing social media and word-of-mouth campaigns to keep people informed. Isabelle believes that engaging events and workshops can attract students from various disciplines, sparking conversations about the intersection of technology, healthcare and communication.

Growth and Skill Development

As a brand ambassador, Isabelle hopes to gain valuable insights into the industry and sharpen her skills in campaign and event planning. She values the opportunity to learn from experts and receive constructive feedback to enhance her abilities further, setting the stage for a successful career in the dynamic world of healthcare communication.

Mastering the Juggling Act: Prioritizing Passions and Responsibilities

Despite her busy schedule as a dual major student, Isabelle maintains balance through meticulous organization and prioritization. She acknowledges the challenges of juggling academic and extracurricular responsibilities but emphasizes the importance of finding time for personal interests and relationships. To relieve stress, Isabelle immerses herself in her passion for geography, finding curiosity in the world’s diversity and intricacies.

Grounded in Values

As Isabelle navigates her journey as the Weiss Center Ambassador, she remains grounded in her personal values and commitments. She strives to find harmony between her academic pursuits, professional aspirations and personal well-being. With her resilience, creativity and dedication, Isabelle exemplifies the qualities of a rising star in the world of healthcare communication.

Isabelle Kelly’s journey is one of passion, innovation and the desire to make a difference. As she continues to bridge the gaps between healthcare, innovation and communication, there is no doubt that she will leave a lasting impact on the industry and the lives she touches along the way.

Meet Emma Johnson

Emma is a talented and driven Newhouse student who is making waves as a 2024 Weiss Center Ambassador. With her passion for advertising, marketing and public relations, Emma is poised to become a rising star in the dynamic world of communications.

A Double Threat: Advertising Major and Marketing Minor

As a student in the S.I. Newhouse School of Public Communications, Emma is pursuing a major in advertising. Through her coursework, she is mastering the art of persuasive communication, creative strategy and brand management. But Emma doesn’t stop there – she has also chosen to complement her advertising major with a minor in marketing from the Martin J. Whitman School of Management. This powerful combination allows Emma to explore the fundamental principles of marketing strategy, consumer behavior and market analysis, providing her with a comprehensive understanding of both the creative and analytical aspects of the field.

Stepping Out of Her Comfort Zone

As a 2024 Weiss Center Ambassador, Emma is driven by her curiosity to explore the dynamic relationship between healthcare and advertising. She sees this opportunity as a chance to step out of her comfort zone and embrace new challenges. Emma’s goal is not just to spread awareness about the Weiss Center, but to foster meaningful connections and spark engaging conversations within the Newhouse community.

Engaging the Next Generation

Emma understands the power of social media in reaching and engaging younger audiences. By leveraging platforms like Twitter, Instagram and LinkedIn, she aims to raise awareness about the Weiss Center’s initiatives among her peers. Emma’s creative ideas, such as a “day in the life” series or Instagram takeovers, showcase her experiences as a college student and make the Weiss Center more relatable and accessible to her fellow students.

Creativity and Engagement

Drawing from her experience in student organizations like TNH, Emma knows how to create captivating content that drives engagement. Whether it’s producing compelling videos or tapping into the latest TikTok trends, Emma has a knack for capturing her audience’s attention. Her passion for creativity extends beyond academics, as she finds inspiration in her family, music and philanthropic endeavors.

Balancing Act

Balancing a busy schedule is no easy feat, but Emma thrives on organization and prioritization. With meticulous planning and effective time management, she successfully juggles her responsibilities while still making time for regular exercise and self-care to recharge and stay focused.

Resilience in the Face of Challenges

Like any journey, Emma has faced her fair share of challenges. From managing client expectations to handling unexpected setbacks, Emma’s resilience shines through in times of adversity. Through problem-solving and teamwork, she navigates challenges with grace and determination.

A Beacon of Positivity and Professionalism

At her core, Emma values kindness, optimism and a commitment to excellence. Whether collaborating with colleagues or interacting with clients, Emma brings positivity and professionalism to every endeavor. Her unique blend of creativity and compassion sets her apart, making her an invaluable asset to the Weiss Center and the Newhouse community. As Emma continues her journey at Syracuse University and beyond, there is no doubt that she will make a lasting impact in the world of communications. With her talent, drive and infectious positivity, Emma Johnson is a rising star to watch.

Newhouse Creative Advertising Students Win Big at ADDY AAF Awards in Rochester

On Feb. 29, Newhouse School creative advertising students swept the ADDY American Advertising Federation (AAF) Awards in Rochester, New York, remarkably winning 12 out of 14 student awards.

After the competition announced the winners of each category, the Newhouse students eagerly ran up onto the ADDY stage to collect their trophies and scholarship awards for their submitted campaigns which showed their creativity and skill. They smiled proudly with their accolades and checks in hand. 

The winning students collected a total of four Gold awards, four Silver awards and three Student Scholarship awards, each valued at $500, $750 and $1,250, respectively. Two students also won the esteemed Mosaic Award, which is only given to a campaign that promotes systemic change through equity and inclusion.  

The outstanding achievements display the dedication and expertise fostered in the Advertising Creative Portfolio II and III courses taught by Mel White, a professor of practice, and Portfolio II course taught by Kevin O’Neill, also a professor of practice. Winning students created their campaigns throughout their time in these courses. 

To create these campaigns, students implemented AI, Snapchat, X (formerly known as Twitter), apps, NFTs, experiential, outdoor, print and product design to communicate their big ideas for the brands. 

“I’m impressed with the level of dedication these students have,” White said. “They continuously developed sophisticated ideas that solved problems, and as a result they created such innovative work.” 

The student winners will be entered into the ADDY AAF District which is the next level of the student competition. Then, the district winners will be entered into the final level: the ADDY AAF National Student Competition. 

Award winners: 

• Avery Schildhaus won two Gold awards, one for the campaign’s copywriting, and one for the entire campaign “Ease of Assembly.” Schildhaus also won a $1,250 award for this campaign. 
• Brooke Hirsch and Charlotte Shea won a Gold Award for their digital campaign “Pays to wait,” as well as a $750 scholarship.  
• Greta Hartwyk and Meghan Gulley’s integrated ad campaign, “Frenemies” won a Gold Award and $500 scholarship. Additionally, Hartwyk and Gulley’s digital AI campaign “Fake it Til You Make it There” won a Silver Award and a Mosaic Award. 
• The final three Silver awards went to Sophia Donio and Jenna Byers for their print ad campaign, “It’s Obvious,” Toria Aragi and Kayla Beck for their integrated ad campaign “Just Let It Go,” and Juliette Keller and Will Thorpe for their print ad campaign “Your Dog is Eating Dogs.” 

“The Marketer’s (Early) Guide to AI”: AI is Here to Help, But Not Take Over Our Jobs

With artificial intelligence rising and rapidly changing the communications industry as we know it, it is imperative that we keep up with the latest developments surrounding the technology. The Weiss Center hosted an exclusive group of Newhouse students for a livestream of Marketing Brew’s “The Marketer’s (Early) Guide to AI.” This experience served as a lucrative learning opportunity for us as young professionals to hear from prestigious industry experts about how they’re applying AI in marketing and technology.

Marketing Brew hosted a series of executives to discuss how AI has impacted their companies and day-to-day operations. Topics varied from the relationship between chatbots and employees, how AI can impact storytelling and how to leverage AI to maximize the customer experience.

The five key takeaways from the sessions were:

AI technologies can work in conjunction with human labor to optimize efficiency.

• Speakers stressed the importance of using AI as a collaborator to complete mundane tasks quicker and allotting more time to brainstorm creative solutions.
• Upwork’s CMO, Melissa Waters, discussed how her company uses AI as a way for its teams to evaluate tools in a fraction of the time it takes to perform manually. 
• Plus Company’s Michael Cohen added that implementing AI tools can enhance a company’s data analytics, allowing the organization to gain greater insights on certain audiences, including clients.

The industry mentality shifted from being fearful to embracing AI.

• Across all of the interviews that took place on Wednesday, it was clear that AI is not something to fear, but rather a technology tool to embrace and use to your advantage. 
• Ogilvy’s Global CEO, Devika Bulchandani, highlighted that AI tools will “take the perspiration out of our jobs.” She also added that as long as there are humans we need to reach,” human beings must be the ones reaching them.

AI is helping to ease the consumer customer service experience.

• Chatbots and other AI customer service tools are improving the consumer experience like never before. Research has shown that 70% of queries are able to be solved with chatbots. 
• Not only is this more convenient for the customer, but it cuts down the amount of work customer service employees – freeing up time for more complimentary queries.

AI can be trained to effectively tell a brand’s story.

• Brennan Woodruff of GoCharlie.AI discussed how AI has helped him overcome writer’s block. 
• Microsoft Advertising’s Jennifer Kattula said that she uses AI every day, from writing emails to preparing for meetings. 
• Both speakers emphasized that users can utilize AI tools to follow the parameters of their brand’s image, and ultimately reap the benefits of the emerging technology. If the AI is aware of the company’s objectives and stylistic characteristics, then it can aid with projects relating to brand storytelling.

Companies have been using AI longer than you think. 

• It may have only been recently since AI has become mainstream to all consumers, but companies have been using the resource for far longer. 
• Nigel Storey, CTO at Zappos, says that the company has used the tool because of its ability to mimic human behavior and to conduct sentiment analyses. 
• Amanda Cole, CMO at Bloomreach, echoed Storey’s comments, noting that AI has given companies greater details on consumer behaviors and can provide “hyper contextualization” on an organization’s target audience.

Marketing Brew’s livestream event opened a world of new possibilities in technology happening right before our eyes. AI technology is rapidly changing industry practices every day, and it is imperative that we absorb as much information as possible before we enter the workforce. Attending this livestream event not only taught us about how AI is being used in practice right now, but it also helped us understand how we can utilize AI in our future careers.

Newhouse Advertising Students Take on Real-World Challenge with Tarte Cosmetics Collaboration

In an initiative blending academia and industry, senior advertising students from the Newhouse School worked with innovative New York-based Tarte Cosmetics for a semester-long project to develop comprehensive advertising campaigns.

The collaboration with Tarte represented the latest example of hands-on learning for advertising students at Newhouse, which provides opportunities to work with real-world clients each semester.

The partnership kicked off with a detailed brief provided to students at the start of the Advertising 523: Digital Brand and Strategy course and culminated with a semester-ending trip to New York City, where they presented their creative strategies to Tarte’s senior management and marketing teams.

Candace Craig Bulishak, president of Tarte Cosmetics and a Newhouse alumna, welcomed the initiative.

“As a Newhouse graduate, I am excited to see new communicators stepping into the industry with such vigor and creativity. Hosting these bright minds at Tarte’s headquarters was a full-circle moment for me,” Bulishak said.

The partnership began with an in-depth campaign brief provided to the students, which set the stage for the final presentations.

“At Tarte we believe in nurturing fresh talent and innovative ideas,” said Donna Kirkland, vice president of global marketing. “The collaboration with the Newhouse students infuses our brand with renewed energy and fresh perspectives.”

Students spent the semester blending consumer research and target audience insights to develop refreshing digital marketing ideas designed to increase Tarte’s brand awareness and sales conversion. The students then presented the meticulously crafted hour-long pitch proposal. 

“This partnership was more than a project, it was a transformative journey for my students,” said Bryce Whitwam, instructor of record and a second-year Newhouse Ph.D. student. “It’s the difference between learning to swim through theory and actually diving into the water.”

The collaboration bridges academic learning with practical industry engagement, reinforcing Tarte’s commitment to educational development and the Newhouse School’s dedication to experiential learning.