As generative AI begins to settle into everyday workings across the media and marketing landscape — we’re definitely moving past the shiny new object phase — it’s worth looking at some micro- and macro examples of its application.
How it’s looked at and incorporated at both a holding company level as well as the nitty gritty of media agency work (which can easily also drift into the creative side of the business) are considerably different but the goal is similar: deliver clients results that move the sales needle and deliver outcomes. Or lay out a more predictably successful path to launch for a new product from a client.
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