GenAI in Advertising

How GenAI Is Shaping Advertising—and Brands’ Approach to It

Report by Max Willens  | Mar 14, 2024
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Executive Summary
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Table of Contents
Executive Summary
GenAI is already getting embedded in advertising’s workflows
GenAI has already entrenched itself in the advertising ecosystem
There is still a big gap between expectations and reality
The genAI-powered future will require significant investments in data and supporting architecture
What advertisers can do to stay ahead
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
Advertisers have put genAI to work on a bevy of tasks. But the resulting efficiency gains are not yet changing media plans. And genAI’s vaunted media creation capabilities are being used differently by small agencies and large ones.
Topics
Artificial Intelligence (AI)
US
Table of Contents
Executive Summary
GenAI is already getting embedded in advertising’s workflows
GenAI has already entrenched itself in the advertising ecosystem
There is still a big gap between expectations and reality
The genAI-powered future will require significant investments in data and supporting architecture
What advertisers can do to stay ahead
Insider Intelligence Interviews
Sources
Media Gallery

After a year of assessing the strengths and weaknesses of generative AI (genAI), advertisers are steaming ahead with plans to incorporate the technology. But significant hurdles lie in the way of the transformation that genAI could lead.

Key Question: What are the leading use cases of this technology on the buy side?

Though Marketers See GenAI's Potential, Its Use Is Still Limited in Key Areas
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Key Stat: The number of marketers worldwide using genAI for data analysis (39%) is more than twice the number using it for image generation (16%), per Mediaocean.

Here’s what’s in the full report

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12expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. GenAI is already getting embedded in advertising’s workflows
    3. GenAI has already entrenched itself in the advertising ecosystem
    1. There is still a big gap between expectations and reality
    2. The genAI-powered future will require significant investments in data and supporting architecture
    3. What advertisers can do to stay ahead
    1. Insider Intelligence Interviews
    2. Sources
    3. Media Gallery

    Charts in This Report

    Though Marketers See GenAI's Potential, Its Use Is Still Limited in Key AreasFuture Implementation of Generative AI Use Cases in Marketing in the Next 2 to 3 Years According to CMOs and Executives Worldwide, Oct 2023 (% of respondents)
    Budget Allocation for Generative AI Marketing Initiatives According to CMOs and Executives Worldwide, by Industry, Oct 2023 (% of respondents)

    Interviewed for This Report

    Bruce Biegel
    Winterberry Group
    Senior Managing Partner
    Interviewed February 9, 2024
    Dan Gardner
    Code and Theory
    Co-Founder, Executive Chairman
    Interviewed February 7, 2024
    Will Hanschell
    Pencil
    Co-Founder, CEO
    Interviewed February 22, 2024
    Kristen Kelly
    Accenture Song
    Global Head, Media, Managing Director
    Interviewed January 25, 2024
    Andrew Klein
    Publicis Media
    Senior Vice President, Web3 Brand Strategy and Innovation
    Interviewed January 23, 2024
    John Mruz
    Mediaocean
    Senior Vice President, Strategy and Product Commercialization
    Interviewed January 18, 2024
    Jonathan Nelson
    Omnicom Group
    CEO, Omnicom Digital
    Interviewed February 16, 2024
    Nirish Parsad
    Tinuiti
    Practice Lead, Emerging Technology
    Interviewed January 23, 2024
    Andrew Richardson
    New Engen, Inc.
    Senior Vice President, Advanced Analytics and Measurement
    Interviewed January 31, 2024
    Michael Rumiantsau
    Narrative BI
    Co-Founder, CEO
    Interviewed January 30, 2024
    Michael Treff
    Code and Theory
    CEO
    Interviewed February 7, 2024
    Paolo Yuvienco
    Omnicom Group
    CTO, Executive Vice President
    Interviewed February 16, 2024

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    authors

    Max Willens

    Contributors

    Ross Benes
    Senior Analyst
    Chris Keating
    Director, Research
    Yoram Wurmser
    Principal Analyst

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