The rise of AI and machine learning (ML) presents a massive opportunity for advertising agencies to leapfrog ahead. One of the ways in which they can embrace it includes investing in expertise by building in-house AI/ML teams, and hiring data scientists, ML engineers and AI strategists to implement these technologies effectively.
An alternative is to collaborate with specialised firms to leverage their expertise and avoid reinventing the wheel. One such firm is Attain, whose Growth Platforms Manager, Clint Gray, says: “We leverage AI from the start to the end of a campaign in so many ways – storyboarding, target market research, competitor analysis, offer creation, digital data interpretations, idea generation, script writing, thumbnails, CRO testing.”
Media agencies have also fully embraced the opportunities offered by AI. Agency leader and customer strategist at Together, Andy Bell, says: “Our business model was designed to embrace this opportunity from day one. We’ve invested extensively in data infrastructure,
