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Over the past eight months, the ad industry has witnessed a definitive role for generative AI inside creative and media agencies; from decoding client briefs to amassing real-time insights on campaign performance, gen AI is getting the job done more quickly and efficiently.
Across IPG’s Momentum, S4 Capital’s Media.Monks and independent agency PMG, the opportunities presented by generative AI have led to accelerated ad campaign output and reaching new consumers and winning new business.
“We look at generative AI as a force multiplier in terms of our ability to react and respond to client needs,” said Jason Snyder, CTO of Momentum, an IPG agency.
According to a Gartner survey, nearly 63% of marketing leaders plan to invest in this technology in the next 24 months. In a landscape inundated with continuous AI-related developments, the practical applications are providing significant value for marketers and the agencies that support them.
Writing and decoding client briefs
At Momentum, the agency has created an operating system of sorts that employs a unified data model linking existing information with guidance on the next steps in their operations.
This process begins with understanding a client brief. When the agency receives a new brief, its AI tech stack swiftly identifies the most suitable people within the company to tackle it. A large language model (LLM) can extract insights from previous, similar campaigns to aid a response to the new brief.
This response includes what the creative output could look like, what the strategy is and what kind of target and segmentation works, according to Snyder.
Media.Monks, the S4 Capital agency, has taken a consultative approach distinct from the conventional ad agency workflow, where clients dispatch briefs and agencies respond accordingly.
The agency, through its open-source generative AI tools, is encouraging its brand partners’ marketing teams to reduce their reliance on manual processes when drafting briefs.
This means the generative AI taps into real-time signals from a brand’s first-party data across marketing channels which informs real-time variations in creative content, giving rise to new briefs crafted with the assistance of generative AI.
“That effectively is a flywheel that is running in the cloud that is enabled by artificial intelligence,” said Henry Cowling, Media.Monks’ chief innovation officer.