In the past eight months, the advertising industry has witnessed a definitive role for generative AI within creative and media agencies; from deciphering client specifications to gathering real-time insights on campaign performance, Generative AI is completing tasks faster and more efficiently.
The opportunities presented by generative AI at IPG’s Momentum, S4 Capital’s Media.Monks, and PMG’s independent agency have resulted in accelerated ad campaign output, reaching new consumers, and gaining new business.
Nearly 63% of marketing executives plan to invest in this technology within the next 24 months, according to a Gartner survey. In a landscape dominated by continuous AI-related advancements, practical implementations provide significant value for marketers and their supporting agencies.
Composing and deciphering client specifications
Momentum has developed a sort of operating system that uses a unified data architecture to integrate existing information with advice on the next steps in their operations.
Understanding a customer brief is the first step in this procedure. When the agency receives a new brief, its AI tech stack quickly finds the best people within the organization to handle it. To help with a response to the new brief, a large language model (LLM) can extract insights from prior, similar campaigns.
According to Snyder, this reaction comprises what the creative output could look like, what the strategy is, and what kind of target and segmentation work.
The S4 Capital firm, Media.Monks, has developed a consultative approach that differs from the traditional ad agency workflow, in which customers send briefs and agencies respond accordingly.
The firm is pushing its brand partners’ marketing teams to lessen their dependency on manual procedures when producing briefs by using open-source generative AI tools.
This means that generative AI uses real-time signals from a brand’s first-party data across marketing channels to inspire real-time variations in creative material, resulting in fresh briefs created with the help of generative AI.
The delivery of region-specific content based on micro-moments such as time, date, location, and real-time events has proved especially advantageous for Media.Monks’ global automotive brand partner, thanks to these inventive variations. All of these factors resulted in increased brand relevance for the client.
Accelerate ad optimization
Marketers at independent digital agency PMG can access real-time data visualizations and campaign reports via “Ask Alli,” a generative AI-powered augmented analytics tool based on data from vendor platforms, pooled CDP, and e-commerce insights.
Marketers can receive myriad campaign data by presenting queries such as “Can you show me the performance of TikTok vs. Snapchat vs. Meta for the past 7 days?” or “What are my best-performing audiences?” made available to the agency’s brand partners last week.
This allows them to evaluate the progress of their social expenditure over the last month, allowing them to make data-driven decisions such as analyzing platform performance, finding top-performing creatives, and ensuring their ad spend fits with monthly targets.
This eliminates the need for an analytics or data engineering team to build dashboards, retrieve reports, or manually find and translate insights from data.
Find new audiences
Momentum’s AI tech stack, which will soon be available to customers, draws on a wide range of data sources, including clients’ first-party data, third-party data, and the agency’s unique research, which includes prior advertising, target keywords, funnel data, and demographic insights.
Precision segmentation helps brand partners target their intended demographic.
Consider a consumer packaged goods (CPG) company introducing a new product that differs from its typical offers. While they may have a thorough understanding of their current customers, they lack knowledge of the new category due to a lack of data and insights.
These brands have the capacity to detect prospective new customers, evaluate successful channels for engagement, and even produce personalized content thanks to Momentum’s AI tech stack.
Experiential marketing is where generative AI tools really shine.
The use of generative AI in marketing and advertising is rapidly growing. It completely shifts the focus from who knows who to what tools will be used for the benefit of the business and its customers. You can gather as many resources as you like, but without some trial and error, you will not know how to put them to good use. Using Gen AI tools can completely alter the status quo.