Generative AI for Advertising and Media Strategy

What Are the Key Use Cases for Advertising Strategists?

Report by Jacob Bourne  | Oct 15, 2024

Unlocking the Power of GenAI

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Table of Contents
Why does genAI for advertising and media strategy matter right now?
How should CMOs and brand strategists prioritize use cases for genAI-fueled advertising and media strategy?
What else should marketing teams keep in mind?
EMARKETER Interviews
Sources
Media Gallery
About This Report
CMOs and brand strategists are using generative AI-powered tools to enhance their advertising and media strategies. Marketing teams can harness this technology in six key ways to drive results.
Topics
Artificial Intelligence (AI)
Marketing Technology
US
Table of Contents
Why does genAI for advertising and media strategy matter right now?
How should CMOs and brand strategists prioritize use cases for genAI-fueled advertising and media strategy?
What else should marketing teams keep in mind?
EMARKETER Interviews
Sources
Media Gallery

Generative AI (genAI) is transforming the landscape of advertising and media strategy. CMOs and brand strategists can use the technology to enhance campaign effectiveness and overall marketing ROI, as long as they carefully consider its challenges.

Key Question: How can marketing teams use genAI to enhance advertising and media strategy and maximize ROI—all while navigating implementation challenges?

How Should CMOs Prioritize Generative AI (GenAI) Use Cases for Advertising and Media Strategy?
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Key Stat: More than half (55%) of marketers believe that genAI will have a positive impact on brand authenticity, compared with 18% who believe it will have a negative impact, according to a February 2024 survey by Anteriad and Ascend2.

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    Table of Contents

    1. Why does genAI for advertising and media strategy matter right now?
    2. How should CMOs and brand strategists prioritize use cases for genAI-fueled advertising and media strategy?
    1. What else should marketing teams keep in mind?
    2. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    How Should CMOs Prioritize Generative AI (GenAI) Use Cases for Advertising and Media Strategy?Brands' Willingness to Advertise Alongside AI-Generated Content Is Growing Quickly (% of US advertisers and agencies willing to advertise within AI-generated content if accuracy and brand suitability can be verified, 2023 & 2024)
    How Should CMOs Prioritize Generative AI (GenAI) Use Cases for Advertising and Media Strategy?Generative AI (GenAI) Use Cases for Advertising and Media Strategy

    Interviewed for This Report

    Jason Seeba
    Session AI
    CMO
    Interviewed September 18, 2024

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    authors

    Jacob Bourne

    Contributors

    Rahul Chadha
    Nikolai Dineros
    Donte Gibson
    Senior Chart Editor
    Vladimir Hanzlik
    Executive Editor and SVP, Content
    Chris Keating
    Director, Research
    Evelyn Mitchell-Wolf
    Senior Analyst, Digital Advertising & Media
    Carina Perkins
    Senior Analyst
    Zia Daniell Wigder
    Chief Content Officer
    Yoram Wurmser
    Principal Analyst