The promise of AI efficiency versus the messy, financial-based reality is creating ongoing tension as the industry continues to debate whether AI expedites work, scales creative and curbs costs.
“Whether or not it does or doesn’t is still completely all over the place,” said Vic Drabicky, founder and CEO at January Digital, an independent media agency and consultancy, based in New York.
Brands like Coca-Cola have used AI to create constantly updated, hyper-personalized digital personas to scale creative from talent partnerships. Brands and their agency partners have started using agents to plan, execute, and optimize ad purchases.
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