Sian Finnis is the Director of the in-house agency at King, the creators of Candy Crush.

In this fireside with Amy McCulloch - Group MD of the social and content agency eight&four – they discuss how they worked collaboratively to build a customised GenAI tool specifically for King's internal studio. View More

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King, the makers of the World’s biggest mobile game – Candy Crush – have worked with social & content agency eight&four for 7 years.

When eight&four built their GenAI image generation tool Coach in 2023 for Genesis (Hyundai) – King asked – could it be applied to Candy Crush’s illustrated brand world?

Hear how eight&four customised Coach for King - one of the many ways King is harnessing GenAI technology across their marketing.

They will discuss:

> Challenges of harnessing GenAI accurately for protected brand worlds (from automotive to gaming)
> Lessons & failures from 12 months of GenAI discovery & testing
> How clients and agencies can collaborate effectively on GenAI
> How to ensure legal and security concerns are navigated confidently View Less