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EMARKETER

ChatGPT and Generative AI in Media and Advertising

With Use Cases Set, the Battle for Hearts and Minds Begins

Report by Max Willens  |  Mar 24, 2023
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Table of Contents
Executive Summary
Generative AI is already playing a part in the media and marketing industries.
Where will generative AI have the biggest impact?
What are generative AI’s most promising media and advertising use cases?
What are its limitations and pitfalls?
What can marketers and advertisers do now to prepare for the AI-driven future?
Sources
Media Gallery
About This Report
Generative AI has the potential to completely transform how media and advertising industries work. But it will remain on both industries’ margins if it fails to overcome skepticism and even hostility from consumers, publishers, and advertisers.
Topics
Digital Advertising
Artificial Intelligence (AI)
United States
Table of Contents
Executive Summary
Generative AI is already playing a part in the media and marketing industries.
Where will generative AI have the biggest impact?
What are generative AI’s most promising media and advertising use cases?
What are its limitations and pitfalls?
What can marketers and advertisers do now to prepare for the AI-driven future?
Sources
Media Gallery

Executive Summary

Generative AI can already do much of the grunt work and low-skilled labor that powers modern media and advertising. But apprehension and mistrust—among consumers as well as advertisers and their agencies—will hold back widespread adoption of the technology.

Key Question: When will a critical mass of US internet users feel like they can trust what generative AI tells them?

US Adults' Perception of Generative AI, Jan 2023 (% of respondents)
E-Mail ChartDownload

KEY STAT: Only one-fifth of US adults believe AI-generated content may not contain errors.

Here’s what’s in the full report

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Exportable files for easy reading, analysis and sharing.

2charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Generative AI is already playing a part in the media and marketing industries.
  3. Where will generative AI have the biggest impact?
  1. What are generative AI’s most promising media and advertising use cases?
  2. What are its limitations and pitfalls?
  3. What can marketers and advertisers do now to prepare for the AI-driven future?
  1. Sources
  2. Media Gallery

Charts in This Report

US Adults' Perception of Generative AI, Jan 2023 (% of respondents)US Google Gross Ad Revenues per Search User, 2019-2023

authors

Max Willens

Contributors

Chris Keating
Director, Research
Jennifer Merritt
Vice President, Content
Paul Verna
Principal Analyst
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