Singapore – Global marketing and communications network Publicis Groupe, Singapore Management University (SMU), and communications technology group Singtel have joined forces to organise an AI-driven storytelling workshop for students.
Using as many as five AI tools, 37 undergraduate students from SMU created engaging video stories on Singtel’s impact on digital inclusion.
The student participants were given the project brief to utilise the latest AI storytelling tools such as Runway Gen2, Meta AudioCraft, ChatGPT, ElevenLabs, Lexica, DreamStudio, and Clipdrop to come up with a compelling story focused on digital inclusion.
Given this challenge, students were exposed to the latest artificial intelligence tools and technology readily available for their use. However, it also challenged them to conceptualise and create engaging, impactful, and memorable stories and characters for various audiences and media. Furthermore, the workshop aims to provide students with the skills they’ll be able to apply to real-world client projects.
As part of the workshop, five undergraduates with the best short films were also awarded with full-time, 12-week summer internship opportunities at Singtel and Publicis Groupe, where they can put their newly acquired skills to use. Meanwhile, the top 10 selected films were showcased in a mini-festival at SMU.
The project brief for this AI storytelling workshop was created by Leo Burnett Singapore, a part of the Publicis Groupe. This is also the second time Publicis Groupe Singapore has worked with SMU to provide students with hands-on experience with AI tools.
Something new in this project, however, is the involvement of a real brand, which is Singtel. The jury panel for the storytelling project included Bill Ang of Singtel; Jean-François Thery, head of growth at Publicis Communications, Singapore; and Tommy Tan, head of strategy at Publicis Media, Singapore.
The workshop was part of a 13-week SMU-X course titled ‘Storytelling for Organisations and Brands’ offered at the Lee Kong Chian School of Business (LKCSB). It was led by LKCSB Professor of Communication Management Mark Chong and Laurent Thevenet, head of creative technology for APAC at Publicis Groupe.
Bill Ang, director of brand marketing at Singtel Singapore, said, “A.I. is already transforming many facets of life. At Singtel, we are leveraging this technology to ideate and co-create in ways that will enhance customer experiences and drive learning. It’s great to see the energy and creativity in the work from the SMU students. Their submissions have been incredibly inspiring and have given us much food for thought.”
Speaking about the workshop, Professor Chong also explained, “As a telecommunications leader, Singtel knows how important it is for students to take new risks and try new processes using the latest technologies. It has been an honour partnering with the largest mobile network operator in Singapore to encourage a new generation to embrace AI. and push the edge of new possibilities.”
Thevenet also added, “This collaboration with Singtel has given a new cohort of 37 SMU students an advantage in the future workplace. AI is fundamentally changing the creative process, and although human creativity is more important than ever, learning how to partner with machines to create something out of the ordinary will become an essential skill for graduates.”
Meanwhile, Thery said, “Singtel has always been at the forefront of pushing the best in technology for Singapore, so it’s been an incredible experience working with SMU students to help prepare them for the future workplace—we’re thrilled with their creations.”
