Artificial intelligence (AI) is rapidly gaining momentum in agencies and marketing, with the potential to become a crucial differentiator in the coming years. As agencies of all kinds explore the capabilities of generative AI, questions arise about the technology’s current state and future potential.
Kyle Monson, founding partner at Codeword, a marketing agency, describes AI as being in its early stages, akin to a toddler. Its ultimate form and capabilities are still unknown, as the industry continues to experiment and learn about the technology. Moreover, media and influencer agencies are taking on larger client projects and building more complex tools with AI on a larger scale, yet uncertainties remain.
S4 Capital’s Media.Monks showcased their AI offering, Monks.Flow, at the Consumer Electronics Show earlier this year. The agency unveiled an alien AI “advisor” named Wormhole, demonstrating the potential of AI to automate processes and connect various marketing activities. Peter Altamirano, VP and Global Head of Technology at Media.Monks, emphasizes the need for further research to improve conversational AI applications, integrating voice, text, and visual components.
Digital AI avatar Omni, developed by Media.Monks, is expected to expand its capabilities and assist the agency in testing client applications on a larger scale. The avatar’s potential applications range from building personalized brand experiences to being deployed in hotels or retail stores.
Burger King recently collaborated with Media.Monks on its largest generative AI project to date. The BK Million Dollar Whopper Contest allowed consumers to create their own Whopper combinations using AI-generated possibilities. The project incorporated large language models, image generation, and audio to create a wide range of unique Whoppers. The AI also generated personalized Burger King advertisements.
AI’s potential extends beyond creative endeavors. In influencer marketing, agencies like Socially Powerful and Billion Dollar Boy are using AI to match content creators with brands based on specific criteria. Socially Powerful launched its search platform Aria, which leverages visual AI functionality to provide granular search capabilities, drawing from seven years of historical data on campaign performance and influencer data.
While AI in agencies is making significant strides, challenges persist. Agencies must address ethical concerns, privacy considerations, and manage bad actors. Additionally, AI’s impact on marketing extends beyond influencer matching. AI can provide marketers with valuable insights about their audiences and their unmet needs.
As the industry continues to explore and embrace AI, its potential to transform agencies and marketing is becoming increasingly apparent. AI technology is still evolving, and its full potential is yet to be realized. However, its ability to automate processes, enhance decision-making, and deliver personalized experiences holds great promise for the future.
FAQ
1. What is the current state of artificial intelligence (AI) in agencies and marketing?
– AI is rapidly gaining momentum and has the potential to become a crucial differentiator in the coming years.
2. How is AI described in its early stages?
– AI is likened to a toddler, with its ultimate form and capabilities still unknown as the industry continues to experiment and learn.
3. What AI offering did S4 Capital’s Media.Monks showcase?
– Media.Monks showcased Monks.Flow, an AI offering that demonstrates the potential of AI to automate processes and connect various marketing activities.
4. What is the digital AI avatar developed by Media.Monks?
– Media.Monks developed the digital AI avatar called Omni, which is expected to expand its capabilities and assist the agency in testing client applications on a larger scale.
5. How did Burger King collaborate with Media.Monks on an AI project?
– Burger King collaborated with Media.Monks on the BK Million Dollar Whopper Contest, allowing consumers to create their own Whopper combinations using AI-generated possibilities. The AI also generated personalized Burger King advertisements.
6. How are agencies like Socially Powerful and Billion Dollar Boy using AI in influencer marketing?
– These agencies are using AI to match content creators with brands based on specific criteria. Socially Powerful has launched the search platform Aria, which leverages visual AI functionality to provide granular search capabilities.
7. What challenges persist in using AI in agencies?
– Agencies must address ethical concerns, privacy considerations, and manage bad actors. Additionally, AI’s impact on marketing extends beyond influencer matching, as it can provide valuable insights about audiences and unmet needs.
Definitions
– Artificial intelligence (AI): The simulation of human intelligence processes by machines, especially computer systems, which enables them to perform tasks that would typically require human intelligence.
– Generative AI: A type of AI that uses algorithms to generate new and unique content or data based on patterns and examples from existing information.
– Conversational AI: AI technology that enables machines to understand and respond to human language in a natural and conversational manner.
– Influencer marketing: A form of marketing that focuses on using influential individuals or content creators, often with a large following on social media, to promote products or services and reach a wider audience.
Suggested related links:
– Codeword
– S4 Capital
– Media.Monks
– Socially Powerful
– Billion Dollar Boy