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.
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?
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.
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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
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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Future 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)
Future 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)