ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

The big answers: EMARKETER Daily quiz

Article |
 Aug 1, 2025

Revolut could soon become a full-service US bank

Article |
 Aug 1, 2025

Nano-influencers earn impressive impression, engagement rates

Article |
 Aug 1, 2025

JPMorgan-Coinbase partnership could change customers’ relationship with crypto

Article |
 Aug 1, 2025

Trump intensifies threats against pharma if drugmakers don’t lower US prices

Article |
 Aug 1, 2025

AI streamlines health report filings in Merck, McKinsey collab

Article |
 Aug 1, 2025

United tries time-sensitive travel promotions to boost cardholder bookings

Article |
 Aug 1, 2025

Klarna mulls possible September IPO

Article |
 Aug 1, 2025

Competitive conquesting gains ground among RMNs

Article |
 Jul 31, 2025

Parents prioritize value, convenience during back-to-school shopping

Article |
 Jul 31, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

GenAI in Advertising

How GenAI Is Shaping Advertising—and Brands’ Approach to It

Report by Max Willens  |  Mar 14, 2024
Download
Report
Executive Summary
Share
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.
Topics
Artificial Intelligence (AI)
US
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?

Though Marketers See GenAI's Potential, Its Use Is Still Limited in Key Areas
E-Mail ChartDownload

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.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

3charts

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

12expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. GenAI is already getting embedded in advertising’s workflows
    3. GenAI has already entrenched itself in the advertising ecosystem
    1. There is still a big gap between expectations and reality
    2. The genAI-powered future will require significant investments in data and supporting architecture
    3. What advertisers can do to stay ahead
    1. Insider Intelligence Interviews
    2. Sources
    3. Media Gallery

    Charts in This Report

    Though Marketers See GenAI's Potential, Its Use Is Still Limited in Key AreasFuture Implementation of Generative AI Use Cases in Marketing in the Next 2 to 3 Years According to CMOs and Executives Worldwide, Oct 2023 (% of respondents)
    Budget Allocation for Generative AI Marketing Initiatives According to CMOs and Executives Worldwide, by Industry, Oct 2023 (% of respondents)

    Interviewed for This Report

    Bruce Biegel
    Winterberry Group
    Senior Managing Partner
    Interviewed February 9, 2024
    Dan Gardner
    Code and Theory
    Co-Founder, Executive Chairman
    Interviewed February 7, 2024
    Will Hanschell
    Pencil
    Co-Founder, CEO
    Interviewed February 22, 2024
    Kristen Kelly
    Accenture Song
    Global Head, Media, Managing Director
    Interviewed January 25, 2024
    Andrew Klein
    Publicis Media
    Senior Vice President, Web3 Brand Strategy and Innovation
    Interviewed January 23, 2024
    John Mruz
    Mediaocean
    Senior Vice President, Strategy and Product Commercialization
    Interviewed January 18, 2024
    Jonathan Nelson
    Omnicom Group
    CEO, Omnicom Digital
    Interviewed February 16, 2024
    Nirish Parsad
    Tinuiti
    Practice Lead, Emerging Technology
    Interviewed January 23, 2024
    Andrew Richardson
    New Engen, Inc.
    Senior Vice President, Advanced Analytics and Measurement
    Interviewed January 31, 2024
    Michael Rumiantsau
    Narrative BI
    Co-Founder, CEO
    Interviewed January 30, 2024
    Michael Treff
    Code and Theory
    CEO
    Interviewed February 7, 2024
    Paolo Yuvienco
    Omnicom Group
    CTO, Executive Vice President
    Interviewed February 16, 2024

    authors

    Max Willens

    Contributors

    Ross Benes
    Senior Analyst
    Chris Keating
    Director, Research
    Yoram Wurmser
    Principal Analyst
    Already have a subscription?Sign In

    Access All Charts and Data

    Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

    Become a Client
    Unlock Unlimited Insights with PRO+
    Schedule a Demo