If there’s one thing people might be tired of hearing about this year, it’s artificial intelligence.
And yet, generative AI will continue to impact the advertising industry in many ways, from content development to enterprise and client tools. As agency and AI experts explain, the technology’s growing prevalence means it will impact more corners of marketing in 2024 — from content transparency and a tighter regulatory landscape to consumer trends and social media commerce.
“[AI] will expand beyond media optimization and data compilation,” said Rob Davis, CMO and president of Novus media agency, “[like] applying generative AI to consumer research and insight generation.”
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