How Progressive balances AI use with authenticity as scrutiny persists [Yahoo! Finance]
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Source: Yahoo! Finance
Progressive is working to balance authenticity with the utility of artificial intelligence amid increased consumer scrutiny of the technology. The insurance company's “Drive Like an Animal” campaign showed the provider leveraging new AI tech while still supporting its brand values. The strategy behind Progressive's campaign was a topic of discussion during Marketing Dive's Feb. 25 CMO Summit virtual event , which featured Meghan Walsh, vice president, business leader of integrated marketing at Progressive, and Dani Mariano, CEO of Razorfish. The conversation was moderated by Marketing Dive senior reporter Peter Adams. “[The campaign] follows our core values of Progressive,” said Walsh. “Everyone is going to feel good about this work, and we're doing it the right way. It took a lot of effort.” “Drive Like an Animal” was created in partnership with Progressive's agency of record, Arnold. The brand's in-house agency, Ninety6, and external agency Monks also contributed. A 30-second
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