💾 Optimism for AI in advertising

‘Why I’m an AI optimist in advertising’

The advertising industry has undergone several waves of technological disruption in the last couple of decades, from the onset of digital media to the introduction of programmatic buying, and the huge growth in data and how we use it. 

Now, our industry is experiencing a new period of change as artificial intelligence and machine learning presents new challenges and, with it, opportunities.

This is not a question about what the impact of AI might be on our industry at some point in the future but rather about what we can and should be doing right now.

Surveying digital advertising professionals about the adoption and application of AI, researchers found that 91% of respondents are already using or experimenting with generative AI, 41% have dedicated budgets for Gen AI experimentation and over two-thirds are leveraging Gen AI for content creation.

It’s at this inflection point that you and your company can choose to take a defensive approach or be an optimist and embrace the change and the new technology on offer.

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💻 Google Search’s New AI Overviews Will Soon Have Ads

Last week Google introduced a radical shake-up of search that presents users with AI-generated answers to their queries. Now the company says it will soon start including ads inside those AI Overviews, as the automatic answers are called.

Although Google rapidly rolled out AI Overviews to all US English users last week after announcing the feature at its I/O developer conference, it’s unclear how widely or quickly ads will start appearing.

🍪 AdExplainer: The Rise Of Sell-Side Curation

Audience curation is a manifestation of what the online ad industry has long been calling for: closer collaboration between partners that isn’t built on unreliable third-party signals.

To curate custom ad inventory, buyers have started working more closely with the sell side. But the end of third-party cookies isn’t the only motivator driving the trend toward sell-side curation.

📺 Brand discovery via social media overtakes search engines and TV ads

Shoppers are discovering brands and products via social media ads, recommendations, and updates from brands’ social pages more so than other channels, with over a third (38%) discovering brands via these methods, more than search engines (37%) and TV ads (35%). 

This is according to the latest Social Media Trends Report from consumer research company GWI, which highlights the evolving habits, thoughts, feelings and actions of social media scrollers.

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How AI Is Revolutionizing Marketing In 2024: Top 5 Trends

MarTech, the wide range of software tools used in marketing campaigns, will continue to focus on artificial intelligence (AI) and generative AI (GenAI) to drive unprecedented levels of personalization and customer engagement in 2024. 

Retailers and brands are emphasizing the importance of AI in marketing and the need for effective collaboration across functions. With nearly 60% of marketers prioritizing AI investments as their primary focus, a new study highlights the strategies, challenges, and trends that will define marketing success in the coming year. 

“The adoption of GenAI to know more, do more, learn more and achieve more also has the potential to transform marketers, starting with the CMO,” said Steven Gerber, president and COO of Zeta Global.

“It will not be easy. But in this age, when intelligence is the ultimate competitive advantage, the future belongs to those who are willing to embrace it,” stated Gerber.

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