Changing advertising, embracing AI
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This week, WPP, the leading advertising holding company, announced a deal with leading Al company Nvidia.
The deal talks about how WPP artists and designers within the agency will have the ability to integrate 3D content creation with generative AI to make it more personal, thus lowering the cost of producing advertising.
As the days are passing by, artificial intelligence has become the industry's latest obsession as NFTs and the metaverse in the not so distant past.?
While the earlier days of generative AI may have focused on auto-generated headshots and chatbots, advertisers and marketers are now beginning to explore how the emerging tech might be used to change the way ads are addressed.
Code and Theory, a design agency owned by Stagwell, struck a similar type of Al creative partnership with Oracle earlier this month.
Last week, Publicis acquired a full stake in Publicis Sapient AI Labs, a joint venture it co-launched in 2020, to "accelerate" its generative Al offerings.
In some ways leading clients are also compelling agency networks to embrace the new rules of the game.?
When we go by the numbers, AI-enabled marketing today accounts for nearly half (45 per cent) of all advertising globally, according to GroupM, an ad agency within WPP.
A huge part of the creative transformation of advertising will be in unleashing the full potential of those opportunities that require creative workers to develop new skill sets.
On the platform front, Google last week debuted a new generative AI tool that allows marketers to personalise creative within shopping ads. On the other hand, Meta announced a slew of generative AI-driven creative features earlier this month, including one that allows marketers to generate background images for ads with text inputs.
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In the month of May, Snapchat said that it's experimenting with sponsored links in ads, developed by generative AI. Earlier, it had introduced ‘My AI’, its artificial intelligence chatbot which used to respond to users' messages with a fully AI-generated image.
Looking at the bigger picture, the complexities that come with new technologies, also have the power to propel the agency business forward.
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