ChatGPT and Generative AI in Media and Advertising

With Use Cases Set, the Battle for Hearts and Minds Begins

Executive Summary

Generative AI can already do much of the grunt work and low-skilled labor that powers modern media and advertising. But apprehension and mistrust—among consumers as well as advertisers and their agencies—will hold back widespread adoption of the technology.

Key Question: When will a critical mass of US internet users feel like they can trust what generative AI tells them?

KEY STAT: Only one-fifth of US adults believe AI-generated content may not contain errors.

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Table of Contents

  1. Executive Summary
  2. Generative AI is already playing a part in the media and marketing industries.
  3. Where will generative AI have the biggest impact?
  1. What are generative AI’s most promising media and advertising use cases?
  2. What are its limitations and pitfalls?
  3. What can marketers and advertisers do now to prepare for the AI-driven future?
  1. Sources
  2. Media Gallery


Max Willens


Chris Keating
Director, Research
Jennifer Merritt
Vice President, Content
Paul Verna
Principal Analyst

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