If you thought the hype around AI was receding, think again. Generative AI applications have become the key battleground between marketing services companies of all stripes, from creative to strategic consulting, to media planning and buying.
The American public believes generative AI will have a negative impact on U.S. society, according to recent polling by Pew and Forrester. But advertising clients clearly think the tech is a solution to their woes. Two-fifths of CMOs are already using AI for creative automation, and 37% report using agents to manage their media spending, according to Gartner’s latest CMO survey.
Which brings us to WPP Media, and the industry behemoth’s latest attempt to recover its once-leading market position. After last week’s rechristening, the media network (formerly known as GroupM) has launched “Open Intelligence”, an AI identity solution that WPP Media’s execs say can deliver more precise, privacy-conscious targeting for clients.
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The original post is at Marketing Archives – Digiday
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