Trends Report

GenAI Amplifies Advertising’s Risks And Rewards

Make Three Decisions To Harness AI-Integrated Advertising

May 1st, 2024
Nikhil Lai, Senior Analyst
Nikhil Lai Senior Analyst
With contributors:
Emily Collins , John Arnold , Anna Hoskins , Frank Harris

Summary

AI has historically functioned beneath the surface of various advertising technologies to deliver three main benefits: speed, insights, and innovation. Now, generative AI (genAI) is enabling advertisers to play a more active role in deploying and curating AI throughout the advertising process. Marketers must decide how to make the most of AI-integrated advertising, including how to spend newfound bandwidth. This report explains genAI’s impact on advertising and what marketers must do to maximize its value.

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