This go round, AI stole the spotlight in respondents’ minds. And rightly so. The advances in AI–and the speed at which they are hAppening–are astonishing. ChatGPT, an application of generative AI, burst onto the scene just six months ago and has inexorably changed our lives forever. Why? Because this genie is out of the bottle. And while it may sound hyperbolic, I don’t think it is. The ways in which regular consumers are using tools like ChatGPT (text generation) and Dall-E (image generation) are bound only by humans’ ability to imagine.
What does that mean for marketing? Well, that remains to be seen. In theory, so much is possible with these tools at our disposal: *arter storytelling, faster content production, and more iterative ad creation are obvious ones. But these technologies don’t come without risk–and how the industry, and governmental bodies, address their use through the lens of consumer safety and oversight– are massive questions we will be grappling with for the foreseeable future. And, important to remember, AI takes many forms beyond generative AI. Many of them (think, machine learning, certain kinds of pattern **ysis) have been at play in digital marketing for years. This is something I believe remains poorly understood by many in marketing and inside agencies. So, if ever there was a time to invest in understanding the role of AI in our industry, it is now.
Beyond this, many important trends continued to hold true in this latest round of research. Survey responses continue to shine a light on the massive importance of newer media like social video (most notably Tiktok) and CTV–these are exactly the kinds of emotive, rich environments marketers crave to influence thinking and drive purchase among the millions of consumers that continue to flock to them. This, as shoppability continues to gain its footing. But with anything new, challenges remain–setting aside the obvious questions swirling around TikTok’s future in the US, effectively managing reach and frequency, adapting to new modes of transaction and measurement–these at the forefront of respondents’ minds in this latest upfront season.
A final callout: the uptick in interest in automation and creative testing/**ysis makes me *ile. It’s about darned time! There is a wide range of tools designed to help brands and agencies improve their creative process, insight generation and output. Still, I believe they remain under-adopted due to legacy ways of working, traditional creative agency compensation models and outmoded organizational structures. But with the convergence of several powerful forces–AI, macroeconomic pressures and data deprecation–the creative process may finally get a much-needed overhaul.
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