Generative AI's Ascendance in Marketing

Marketers Embrace AI for Efficiency and Automation

Generative AI has emerged as a transformative force in marketing, with chatbots, copywriting, and image generation becoming commonplace. Marketers have increasingly turned to AI for consumer-facing content, with a focus on copy and image generation. This shift indicates a transition towards using AI internally for workflow optimization and automation.

Internal vs. External AI Applications

Deciding where to integrate AI applications is crucial, and marketers need to consider whether tasks are internal or external-facing. Internal applications, such as voice-to-text translation and data analytics, can have a wider margin of error, while content destined for consumers requires higher precision.

Quote: "In general, we're trying to push down and automate as many of the menial, repetitive, nonjudgment-requiring tasks and spend more human time on the things where we need judgment, critical thinking and discernment." - Stephan Pretorius, CTO at WPP

Future Trends in AI

Agentic AI and Custom Models

• Agentic AI enables autonomous task completion, exceeding the capabilities of chatbots.
• Custom AI models offer tailored outputs for specific brands and tasks, providing greater control.

AI-Generated Video

Generative AI is revolutionizing video production by automating repetitive tasks, allowing creative teams to focus on storytelling.

Quote: "You're going to see a lot more AI for creative execution and ideation, feature film grade, everything from relighting to rotoscoping." - Stephan Pretorius, CTO at WPP

Upcoming Development Hurdles

IPG Media Lab's Adam Simon highlights potential challenges in AI development.

Quote: "On a technological level, even the most advanced models are starting to hit a wall. There are some open questions about productization and long-term use of some of these models, and technological breakthroughs to allow them to keep getting better." - Adam Simon, IPG Media Lab