Alan Quarry (he/him)’s Post

Five areas where Sorrell sees AI impacting advertising and media  1. Visualization and copy writing. What took three weeks can take two hours. More use of text to visuals. 2. Hyper personalization. Netflix has already taught us how to use data to create content at scale. AI can help build content at huge scale. The price of the assets will go down but the number of assets deployed will be greater. 3. Media planning and buying.  4. Agency and client efficiency. 5. Knowledge transfer. The ability for people to share information inside companies is going to be revolutionized by AI, creating flatter organizational models with the ability for all teams to upskill and act quicker. Read more at: https://lnkd.in/dHC88xDn

"Turkeys don't vote for Christmas" am sure this will be quoted on TShirts in advertising and media conferences in the near future! For those who do not want to read the entire piece: Five areas where Sir Martin Sorrell sees AI impacting advertising and media: Visualisation and copy writing. What took three weeks can take two hours. More use of text to visuals. This is a double-edged sword for agencies selling their services on time. Hyper personalisation. Netflix has already taught us how to use data to create content at scale. AI can help build content factories at huge scale. The price of the assets will go down but the number of assets deployed will be greater so it will be a positive for agencies. Media planning and buying. This will be revolutionised as media planners and buyers are replaced with algorithms.  Agency and client efficiency. Linear marketing plans that used to cost millions will be reduced to hundreds of thousands and client-agency bottlenecks are streamlined. Knowledge transfer. The ability for people to share information inside companies is going to be revolutionised by AI, creating flatter organisational models with the ability for all teams to upskill and act quicker. #AgencyApocalypse

It's no secret that AI is revolutionalising the advertising and media industry. 🤖Agencies that harness its potential can not only survive but thrive in this ever-changing landscape. However, implementing AI is not a plug-and-play solution. A well-planned AI strategy is crucial for impact and driving business growth. 📈 A great summary from Sorrell of how agencies can harness AI. Not new news but putting it here so I won’t lose it. 🤭 Five areas AI can impact advertising and media Visualisation and copy writing: What took three weeks can take two hours. More use of text to visuals. This is a double-edged sword for agencies selling their services on time. Hyper personalisation: Netflix has already taught us how to use data to create content at scale. AI can help build content factories at huge scale. The price of the assets will go down but the number of assets deployed will be greater so it will be a positive for agencies. Media planning and buying. This will be revolutionised as media planners and buyers are replaced with algorithms. Agency and client efficiency: Linear marketing plans that used to cost millions will be reduced to hundreds of thousands and client-agency bottlenecks are streamlined. Knowledge transfer: The ability for people to share information inside companies is going to be revolutionised by AI, creating flatter organisational models with the ability for all teams to upskill and act quicker. I love the idea of Agencies becoming validator and not mere creators. #AIinAdvertising #AI #BusinessGrowth #AgencyEfficiency #AIstrategy #GenAI #KnowledgeTransferwithAI

As most industries around the world are going through numerous changes pertaining to advances in technology, full-service advertising agencies have come to a crossroads, says RAPT Creative Agency's Andrew Moritz. It is now urgent for agencies to learn how to capitalise on artificial intelligence to better their creative processes, decision-making, and service delivery. #advertising #ai #technology #tools #media

Prediction: AI will have a quicker and more meaningful impact on media planning and buying before it will on the creative side for the foreseeable future. This could bode well for the agencies who lean in.

It’s Up To The Market, Not Advertising Platforms, To Determine What Is And Is Not Brand-Safe The furor around Made For Advertising (MFA) sites and generative AI content has reignited the perennial brand safety debate. While there have been calls for advertising platforms to introduce controls against such properties, any control inevitably excludes legitimate supply that would be beneficial for advertisers to reach. Continue reading: https://lnkd.in/ekbFpX8u #business #management #marketing #tips #advice #digitalmarketing #guide #b2b #company #market #marketingagency #forbes #ai #forbescouncil #media #socialemedia #advertising #technology #chatgpt #website #businessanalysis #linkedin #instagram #facebook #articles #artificialintelligenceforbusiness #businessadvice #2024marketing #2024trends #triadvise

As ai tools begin to take over the creation of the assets at the bottom of the funnel, big ideas and creativity has never been more important.

INSIGHT | Is Your Brand Suffering from an Attention Deficit? Over recent years, the advertising landscape has changed drastically, leading to a troubling attention deficit. Brands are spending billions on digital ads that are being ignored – only 17% of digital ads get 2+ seconds of attention! With the rapid adoption of AI, this problem is only accelerating. 📉 So, how can we fix it? Entertainment might be one solution – high-attention, emotion-driven content that stands out in today’s noisy digital world. 🎬✨ In this article, Rohan Lightfoot dives deep into the issue and explores solutions. Check out his full article to learn more about the challenges we're facing and how entertainment could help brands reclaim attention ➡️ https://lnkd.in/etSjQzHw #AttentionEconomy #DigitalAdvertising #AI #MarketingInnovation #BrandStrategy #Advertising #MarketingSociety

How AI is transforming the business of advertising The rapidly evolving technology is making it easier and cheaper to deliver high-quality campaigns. But where does that leave creatives? https://lnkd.in/dic2tCSz

"The Financial Times" notes that AI is revolutionizing the advertising industry, promising large-scale hyper-personalized ads. Thanks to AI, marketing campaigns that may have once taken hundreds of hours can now be completed more quickly and affordably. Some agencies heavily invest in AI, promoting the technology's ability to enhance creative work. However, other industry leaders caution that an overreliance on AI could lead to job displacement. #ai #marketing #advertising #genai