- Advertising agency CEO wants to showcase his AI expertise to Wall Street.
- On this quarter’s earnings call, advertising executives highlighted how AI can improve productivity.
- We also reviewed recent AI-powered campaigns, task forces, and partnerships.
Madison Avenue wants to tell Wall Street this earnings season that the agency is not only at the top of the much-touted artificial intelligence trend, but has been working on the technology for years. I was eager.
OpenAI’s ChatGPT introduced the concept of generative AI into mainstream consciousness last November. Agencies say they have applied AI to target ads to specific audiences, reduce production time, and sift through large amounts of data.
On this quarter’s earnings call, executives from the world’s largest advertising agency group also outlined recent AI client projects and the Technology Task Force.
While some commentators have suggested that AI could pose a threat to the advertising industry by allowing anyone to create ads and other creative assets in a matter of seconds, advertising executives , was bullish about its potential to improve business productivity and efficiency.
upon of WPP During the earnings call, CEO Mark Reid played a video case study of Ogilvy Greece’s campaign for Mondelez’s Lakta chocolate brand. We used ChatGPT to allow consumers to create love letters that recipients can see when they point their phone’s camera at a bar of Lacta chocolate. The agency trained a neural network to recognize 36 variations of Rakta’s package.
“What has changed in the last six months is the application of AI to the creative process with generative AI,” said Read.
Omnicom According to CEO John Wren, the Agency Network is the second company after Disney to enter into a corporate relationship with Microsoft. This provides a dedicated Azure cloud environment with secure access to the latest OpenAI GPT models.
Omnicom has more than 20 projects underway that combine Omnicom’s historical data with GPT’s automation technology, Wren said, but did not reveal exactly how it is being deployed. Is not …
“There are a lot of ethical issues and a lot of privacy issues,” Ren said. “There’s a lot you can do with this incredibly powerful tool, but before you can actually use it efficiently, We need to have guidelines and rules in place.”
Publicis Groupe Through our partnership with Microsoft, we embraced AI until the launch of the Marcel platform in 2018. Marcel uses AI to identify the best staff among tens of thousands of staff to work on a particular client’s brief.
Publicis CEO Arthur Sadoun said AI is playing a role in optimizing media planning and buying, speeding up the development process for the Publicis Sapient consulting business, and enriching Epsilon’s first-party data. He also highlighted the positive role AI plays in the creative side of Publicis’ business.
Using AI to speed up the process may mean that many aspects of production cannot be billed, but clients want their campaigns to be more personalized to different types of consumers. Publicis can make up for it. That will require more creative assets, Sadoun said on his Publicis earnings call.
“What we may lose in terms of revenue from a faster process … will be largely compensated for by the need to increase the number of creative assets due to personalization at scale,” Sadoun said in Publicis’ earnings call. Told.
IPG CEO Philippe Krakowsky said AI could help the holding company reinvest some of the dollars it currently spends on producing creative agencies in other areas of the business, as it makes processes more efficient. rice field.
According to Krakowsky, IPG has an AI Steering Committee and works on a number of incubators and labs with large technology partners on AI projects.
S4 Capital, The ad agency, founded by former WPP CEO Martin Sorrell, launched an AI automation team last year and is working on AI projects with seven of its 10 largest clients, said Wesley ter Haar, executive director of the network. said in the March earnings call.
“This unlocks the real promise of digital advertising,” added ter Harr.
“This idea of hyper-personalization allows us to deliver content at a very large scale. Moving from AB testing to A to Z testing, highly personalized ads, experiences, customer journeys and truly new levels of brand experience. ,” he said.
