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EMARKETER

GenAI in Advertising

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

Report by Max Willens  |  Mar 14, 2024
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Report
Executive Summary
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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.
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.

authors

Max Willens

Contributors

Ross Benes
Senior Analyst
Chris Keating
Director, Research
Yoram Wurmser
Principal Analyst
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