Monday, December 11, 2023
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How agencies are using AI to innovate and speed up work for clients

As marketing and information technology become more closely intertwined, and data becomes more of a focus, agencies are becoming more savvy in their use of artificial intelligence.

Some research supports this. For example, 81% of marketing and IT leaders surveyed by data platform Lytics said their two departments will become more engaged in marketing over the next five years, while 66% of marketers plan to integrate AI into their marketing stack middle.

The use of artificial intelligence is increasing as the use of first-party data for ad targeting grows, experts say. AI can help automate some of these processes, from creative to segmentation, and potentially help agencies optimize ad spend by reducing tedious tasks. “I believe the real power of these technologies and tools is not to replace creativity, but to make us more efficient,” said Ben Williams, Global Chief Creative Experience Officer, TBWA Worldwide. “In terms of creative direction, human curation, human optimization of ideas and decisions, there is always a need and value for the brands we are working with.” But as the space grows, organizations are still experimenting with artificial intelligence to more Use it in many ways, from moderating content and brand safety to implementing it in their communication strategies and creative products.

Generating Content and Creativity

One of the key ways agencies test AI is during the creative process, using data points to drive content. Armed with these insights, AI generators are able to create relevant content in minutes or even seconds. But that doesn’t replace the job of a content creator, admits Nadia Gonzalez, chief marketing officer at AI marketing firm Scibids. “Instead, it gives the [creative team] a wealth of tools to use, making sure to see more at the right time and place Diverse content,” Gonzalez said. “We’ll also see greater dynamism in pricing, personalization and recommendations as companies of all sizes use data science and AI-driven analytics.” Anthony, founder of creative consultancy Codelab303 Chavez said that understanding the needs of customers is the first step in understanding how to use AI for an organization. In addition to using automation for time-intensive tasks, they also leverage AI tools to create writing, music, and other visual effects. The company has worked with brands like Ulta Beauty and Carvana. “There are mobile machines that can do better than humans,” Chavez said. “Whether the goal is to provide real-time pricing, simplify sales bookings, or automate content marketing, there is likely to be an AI candidate in every organization, and the question is more about revealing roles than resources.” Likewise, TBWA uses AI The content generator produces assets and products for some of its clients, including Nissan and Corona. Williams described AI as part of the current “creative revolution” that can inspire teams and clients to think differently. “We are in a creative and exciting time that reminds me of the ’90s when people, brands and the world were exploring and experimenting with how new technologies, tools and services could enhance and expand their brands or Mission,” Williams added. He says these automated creative tasks can make the process more efficient over time, although he also acknowledges the need for a human touch in the process, especially leveraging these assets and applying the creative direction of those ideas to them customer of.

Brand Safety Training Algorithms

Many organizations have been using this technology to moderate content or identify harmful conversations on platforms. For example, Tyson and Mindshare recently partnered with intelligence startup to create a tool called Impact Index. Using the index, the organization is measuring the social impact of its editorial content in the black community. The tool will flag content as positive, negative, neutral or toxic based on an algorithm consisting of tens of thousands of human annotations. Over time, the partner hopes to refine its editorial strategy and help shape Tyson’s media investments, making it more diverse and impactful. “Through our collaboration, we are able to uncover a variety of meaningful insights that are influencing our buying strategy moving forward,” said Courtney Ballantini, vice president of marketing communications and design at Tyson. “By considering the entire article and associated metadata, we were able to get down to the rhetorical level,” added Chris Vargo, CEO of “By training algorithms to detect desired social outcomes, not just marketing groups and taxonomies, the Impact Index is designed to be more inclusive. Negative content is inherently factual. Reports of black-on-black crimes, for example, are not harmful Yes, but if it gets too much coverage in the news, it can negatively impact society’s perception of the black community.” Scibids’ Gonzalez said that with the rapid growth of digital information, AI content moderation has changed. necessary. This makes it difficult for even social giants like Facebook and Twitter to police user content and adjust their policies. “As the world becomes more digital, it will be impossible for human moderators to oversee and predict everything,” Gonzalez said. “Like the AI ​​we’ve built for programmatic media buying, content generation and the data behind it will surpass human capabilities.”

Broader from customer to C- Strategy Suite

As machine learning improves, some agencies are also using these mechanisms to help clients build broader communication strategies at the leadership level. A new offering from Boathouse Group focused on behavior and engagement is designed to help clients increase engagement and develop media relationships with their clients, both internally and externally. Peter Prodromou, founder and president of Boathouse Palo Alto, believes AI can help identify actionable tasks and solutions for executives. For example, when working with Kaiser Permanente, he said the focus is on using AI tools to reduce the amount of data the CEO gets so he can make better decisions faster. Prodromou told Digiday: “Most things these days are either automated tools that do a good job of telling you how to engage, or how to create numbers, social and digital.” “Instead of thinking about the person sitting in my chair What has to be done, then put it in front of the customer, make it work well and drive results.” Furthermore, Prodromou believes that these AI-driven tools may spur greater changes in training and management in organizations. For example, if customers have data on company complaints, the agency can recommend paid media and other customer service retraining strategies for employees. They can use this data to help clients address solutions that impact external perceptions internally. Prodromou said: “One of the things that we think is underestimated is the opinions of the employees, so the tools we are working on are as focused on employee engagement as the external constituent groups.” This will create a lot of ‘aha’ moments between the agency and the administration.”



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