CRANT’s Post

I love advertising agencies. And yet I’m deeply concerned. Back in March OpenAI CEO, Sam Altman said that “95% of what agencies do today will be done by AI at almost no cost”. Sam has seen AI the rest of the world has not and his track record shows he doesn't bluff about this stuff.  Also just looking at what is already possible with the current frontier models (ChatGPT, Gemini, Claude, Llama) and things like Midjourney, Elevenlabs, Suno and HeyGen you can see this being true. AI is a very real threat or opportunity for agencies, depending on how they react to it. It’s been 3 months since Sam’s famous quote now and you would think most agency leaders would be heads down prioritizing AI literacy and AI adoption programs by now, but reality is most are not. I speak to senior leaders all the time and you would be surprised by how often I hear the phrase that AI is not creative, or that it’s “just” another tool. This could sound like it comes from a place of arrogance but I don’t think that’s the case. I believe they just haven’t taken the time to truly comprehend what AI is capable of.  And this is an urgent problem. Agencies risk becoming obsolete in a matter of months and be replaced by AI savvy in-house teams or new AI native agencies. But it doesn't have to be like that because once creative people understand that AI is more than a tool, that it resembles more an alien or a new species of digital intelligence. Then they realize its true potential. Not to replace them but to enrich their creative capabilities. This will transform the business deeply, it will make agencies more efficient (of course) but it will also make them more strategic and more creative. AI literacy should be the #1 priority today for any Agency leader that wants their business to stay competitive. I know it's a lot of work, and it can be overwhelming, even scary. That's why we've created a specific AI Adoption Program for agencies, starting with AI training and leading to the establishment of your own internal AI council. Just comment below, and I'll send you all the information you need to get started. #ai #advertising #marketing #inklantern

Google is now testing ads in AI overviews😍 When an ad fits both the search query and the AI overview (Search Generative Experience), it will appear in the overview in a "sponsored" section. This update marks one of Google’s first steps toward monetizing its AI investments across consumer products like Search. By integrating ads directly into AI-generated content(SGE), Google aims to create a seamless experience for users while providing advertisers with new opportunities to reach their target audience. No action is required from advertisers—existing Search, Performance Max, and Shopping campaigns will automatically be eligible. I believe this will attract more relevant users to the website who are more likely to purchase products, as they will already have the necessary information from the AI overview.💯 #GoogleAds #AI #DigitalMarketing #SGE

In the digital advertising realm, a resurgence of creativity is underway, thanks to the phasing out of third-party cookies and the rise of AI technologies. This shift is redefining the industry, emphasizing the importance of creative quality, particularly in mobile campaigns. AI's advancements, including deep learning and computer vision, are revolutionizing how we understand and optimize ad content. These technologies provide granular insights into how creative elements capture attention, enabling targeted campaigns that resonate with audiences and drive business outcomes like brand awareness and sales. For agencies, the AI revolution necessitates a strategic response. Some are developing in-house AI capabilities, requiring significant investment in time, money, and education. Others are turning to third-party solutions for quicker implementation, though this means less control over the creative process. The emergence of AI in advertising heralds a new era for designers, who can now leverage detailed insights to elevate their creative baseline. As AI continues to transform the digital landscape, it's imperative for brands and agencies to embrace these technologies, ensuring that creativity not only thrives but also aligns with tangible business goals. Do you agree with this perspective? I'm curious about your opinion #DigitalAdvertising #CreativeAI #AdTech #MarketingInnovation https://lnkd.in/d37hi8pp

Media & Marketing is not an easy industry to be in. Every passing day comes up with new surprises and every few months there is a novel technical advancement that professionals in the space have to deal with. It is a constant process of learning, re-learning, and unlearning as well. The latest AI duel between Google and OpenAI is the latest page in the book for the industry. Their recent announcements regarding more sophisticated video and voice capabilities, their plans to revamp the search space, and AI dominating the digital space can have reaching consequences on the marketing industry. From the process of working to end-results, to how consumers will approach communication, everything is set to change as technology advances to a level that is making a lot of sci-fi movies appear like a prophecy. For my latest story at Impact, I try to get into the minds of some of the leading digital media experts and marketers to understand how the industry can brace for these changes and embrace technology to make marketing more user-centric. Read here: https://lnkd.in/gNu4wN4X Huge thanks to Russhabh R Thakkar, Sahil Chopra, Akhil Almeida, Deba Ghoshal, and Himanshu Arora for their inputs. The story covers just a small part of the vast information these kind people shared with me, that too on a very short notice. #impact #feature #ai #latesttech #marketing #advertising #martech #technologynews #journalism #businessnews

Hey digital Marketers! Todays Topic- How generative AI is bringing a new wave of innovation in Programmatic Ad Buying. Generative AI, powered by machine learning, is creating new content like ad copies and creative assets. It's speeding up ad creation and testing, allowing us to develop and iterate on ad concepts efficiently. But it's not all rosy; generative AI can also mimic ads, posing a brand safety issue. The need for original content and learning advanced prompting techniques will be crucial. Lets dig deep into it ; 1. Mass Personalization- Generative AI enables us to automate the creation of personalized content, improving the accuracy of personalization and boosting campaign effectiveness. 2. AI and machine learning are also refining our targeting strategies in programmatic advertising. By analyzing demographics and browsing behavior, we're enhancing programmatic media buying and making it more efficient. 3. AI is also stepping into the planning phase of campaigns. It's helping us achieve outcomes that seemed out of reach due to data overload, improving our quality assurance processes, and finding outliers that can signal potential errors. 4. We can't overlook user privacy. In the face of new rules around personal identifiable information (PIIs), natural language processing can help us identify customer sentiment and enable cohort or topic-based targeting. 5. Finally, ethical concerns! As AI advances rapidly, we must ensure responsible handling of user data, privacy compliance, and consent. Balancing personalization with user privacy will be key. In essence, AI and programmatic advertising are a powerful duo, promising a future of personalized ads, streamlined marketing strategies, and efficient campaigns, all while respecting user privacy. As Bill Gates once said, "The advance of technology is based on making it fit in so that you don't really even notice it, so it's part of everyday life." Let's embrace AI in our everyday marketing life! 😊 #digitalmarekting #programmaticadvertising #generativeAI #Digitalads

New: Lucia Moses and I have been roving around Advertising Week New York asking attendees for their take on the current state of AI within the ad industry. After the initial jazz hands of Open AI's big unveil, and grand projections about AI replacing swathes of agency jobs, advertising folks are now a little more pragmatic about the technology's uses. Practical? Yes. Transformational? Maybe not just yet. Read more at Business Insider https://lnkd.in/eSZYMCvW #ai #awny #advertisingweek #advertising #genai

#IMPACTTalkingPoint: As Google and OpenAI brandish their latest tools, search marketing stares at a revolution that marketers can lead. ✍ Mansi Sharma #IMPACTMagazine #AI #Google #OpenAI #Tech #Advertising

Navigating the future of AI Chatbots and Advertising In the evolving landscape of AI and digital marketing, a dichotomy emerges between the potential for integrating ads into AI-powered chatbots and the aesthetic stance against advertisements by figures like Sam Altman, CEO of OpenAI. Chuck Byers, a marketing professor, predicts that ads within chatbots, like OpenAI's ChatGPT and Google Gemini, are inevitable, mirroring the path of programmatic advertising that dominates social media and search results. This integration aims to leverage user interactions for tailored advertising content. However, Altman's perspective offers a refreshing contrast. Despite acknowledging the historical necessity of ads in catalyzing the internet's growth, he expresses a distinct aversion to them, citing aesthetic reasons and a belief in their transient nature within the industry. Altman's dialogue with Lex Fridman reveals an ambition for OpenAI to sustain its business model without resorting to ads, a stance that not only aligns with Wikipedia's bold ad-free strategy but also challenges the prevailing trends in AI monetization. With major AI players like Google and Microsoft exploring and occasionally facing backlash for ad integrations, OpenAI's position reinforces the importance of considering user experience and long-term brand perception in the deployment of AI technologies. The insights from industry leaders like Altman underscore the potential for developing sustainable, ad-free business models that prioritize user experience, setting a precedent for future AI applications in marketing. What are your thoughts, will big tech add ads to GenAI's? #genai #advertized #DigitalMarketing #AIChatbots #AdStrategy #UserExperience https://lnkd.in/gZgtbpgY

"𝗔𝗜 𝗶𝗻 𝗔𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴: 𝗣𝗿𝗼𝗺𝗶𝘀𝗲 𝘃𝘀. 𝗥𝗲𝗮𝗹𝗶𝘁𝘆" The initial excitement around generative AI in advertising is now met with growing skepticism. While major agencies like Publicis Groupe and WPP continue to invest heavily, industry experts at Advertising Week highlighted both its potential and challenges. AI shows promise in personalizing ads and improving storytelling, with NBCUniversal seeing a 𝟰𝟵% 𝗯𝗼𝗼𝘀𝘁 in 𝗮𝗱 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 and Diageo using AI to drive sales. However, concerns remain about AI’s ability to fully transform advertising, especially in areas like creativity and complex problem-solving. https://lnkd.in/etdvvMdW  #AIinMarketing #AdTech #GenerativeAI #MarketingInnovation #AdWeekInsights

Google announced a new feature where Search and Shopping ads will now appear directly within AI overviews in search results. This update is designed to ensure that ads appear only when they are highly relevant to both the user's search query and the response provided by AI. For advertisers, this means a more engaging, natural placement that introduces brands to users exactly when they are seeking specific solutions or products. The goal? Helping people make informed purchasing decisions right at the moment of intent. Excited to see how this feature will enhance brand discovery and increase ad relevance in the evolving search landscape. What are your thoughts on AI-assisted search experiences? #GoogleAds #SearchAds #DigitalMarketing #AI #AccuraCast"