The Shift Towards Practical AI in Media Agencies
When media agencies delve into generative AI strategies, their focus expands beyond just content creation to encompass the broader implications of this technology on their data strategies.
Practical Applications of AI in Media Buying
During the Digiday Media Buying Summit in Nashville, iProspect’s chief growth officer, Amanda Moore, highlighted how their agency leverages AI practically by optimizing existing media using publicly available data such as weather information. By utilizing this data, personalized messages are crafted without relying on personally identifiable information.
Moore emphasized the shift towards practical AI applications, noting the potential biases and errors within generative AI. She anticipates a transition towards more targeted and actionable data insights this year.
IPG took an initial step by providing its 13,000 employees with access to a customized version of ChatGPT to enhance their understanding of generative AI before implementing strategies for clients.
Key Considerations for Developing an AI Strategy
Prior to diving into AI outputs, Graham Wilkinson, chief innovation officer at Kinesso, stressed the importance of establishing a brand’s documentation framework. Brands must ensure consistency in their brand strategy and solidify their data architecture to pave the way for an effective AI strategy.
Wilkinson likened this process to the genetic mapping of a brand, emphasizing the need to define tone of voice, brand hierarchy, target audience, and brand safety standards before delving into technical emulation.
Challenges and Innovations in AI Implementation
Media agencies are exploring the capabilities of generative AI to understand their audiences better. Some have developed tools that analyze first-party data to create synthetic audience profiles for targeted questioning. However, the development of in-house AI tools can be resource-intensive, requiring significant time and engineering expertise.
Concerns have been raised regarding the authenticity of AI-generated content, particularly in audio ads. Maria Tullin, Horizon Media’s svp, managing director for performance audio & podcast strategy, highlighted the potential pitfalls of using AI for host read ads, emphasizing the importance of authenticity and the audience connection in podcasting.
As the industry continues to navigate the intersection of media buying and AI technologies, agencies are adapting their strategies to leverage practical applications that enhance customization and efficiency in media planning and buying.