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Learn More →GenAI in Advertising
How GenAI Is Shaping Advertising—and Brands’ Approach to It
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Table of Contents
Executive Summary
GenAI is already getting embedded in advertising’s workflows
GenAI has already entrenched itself in the advertising ecosystem
There is still a big gap between expectations and reality
The genAI-powered future will require significant investments in data and supporting architecture
What advertisers can do to stay ahead
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
Advertisers have put genAI to work on a bevy of tasks. But the resulting efficiency gains are not yet changing media plans. And genAI’s vaunted media creation capabilities are being used differently by small agencies and large ones.
Table of Contents
Executive Summary
GenAI is already getting embedded in advertising’s workflows
GenAI has already entrenched itself in the advertising ecosystem
There is still a big gap between expectations and reality
The genAI-powered future will require significant investments in data and supporting architecture
What advertisers can do to stay ahead
Insider Intelligence Interviews
Sources
Media Gallery
After a year of assessing the strengths and weaknesses of generative AI (genAI), advertisers are steaming ahead with plans to incorporate the technology. But significant hurdles lie in the way of the transformation that genAI could lead.
Key Question: What are the leading use cases of this technology on the buy side?
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Key Stat: The number of marketers worldwide using genAI for data analysis (39%) is more than twice the number using it for image generation (16%), per Mediaocean.
authors
Max Willens
Contributors
- Ross Benes
- Senior Analyst
- Chris Keating
- Director, Research
- Yoram Wurmser
- Principal Analyst
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