Introducing PLAY, an open exploration of how AI will impact the field of brand and experience consulting

New York, New York (March 21, 2024) - Lippincott, a global creative consultancy, today released PLAY, an interactive content series that seeks to not simply add to all the talk around Artificial Intelligence, but to showcase AI’s potential through ongoing exploration. It’s marked by a series of regular releases—experiments with technology and their impact on brand consulting.

PLAY is a hands-in-the-dirt series of experiments spanning a range of Lippincott’s capabilities in creative consulting, including customer research, messaging, marketing communications, naming, art direction and design, and more. 

“Our belief is that experimentation creates progress,” said Tom Ajello, Senior Partner and head of Experience, Innovation, and Engineering (EIE) at Lippincott. “It’s clear that AI and AI-powered new tech will change how we do business, and we believe humans and machines can be powerful together. That’s why we’re not talking about it from afar—but testing it out and really see what all this means.” 

Along with creating the frameworks, processes and systems for each experiment, Lippincott is also partnering with clients interested in pioneering the use of AI-based tech, providing a cross-section of expertise and perspectives for audiences. By experimenting across the firm, Lippincott aims to demonstrate how to apply creative technology to consulting and make informed decisions about how best to leverage it. In addition, PLAY underscores the firm’s commitment to innovation and to ensuring that clients are at the forefront of technology-driven marketing strategies, enabling them to thrive in an ever-evolving landscape.

"The idea of being a ‘next-level strategic thinker’ is tables takes in our industry,” said Ajello. “We’re also strategic doers, showing our clients how to strategically apply technology and experimentation to their business in meaningful ways. And, for our current and future employees, it’s equally as important to equip them with the tools to succeed in an environment of rapidly changing technology. That’s what PLAY aims to do.”

Lippincott’s experiments will roll out throughout the year as different capability areas harness AI’s potential throughout their work. You can join the exploration here.

Lippincott is a global creative consultancy. With a passion for solving our client’s toughest challenges, we create, grow and transform brands to define industries and transcend categories. To do so, we focus on six key areas: growth strategy, brand building, experience design, marketing strategy, creative communications and activation.

A pioneer since 1943, we have shaped some of the world’s most iconic brands and experiences. From Coca-Cola to Samsung and Starbucks to Delta, our work drives growth and adds meaning to customers’ lives. As the brand and innovation experts of Oliver Wyman, we integrate deep industry, risk and operational expertise to deliver end-to-end solutions. Together, we create new possibilities for our clients to thrive in the future.