November 20, 2024  |  SIGN UP

Michael Bürgi
SENIOR EDITOR, MEDIA BUYING AND PLANNING

We are about two years into the public coming-out party for this generation of generative AI, and in that extremely short time, the technology has gone from shiny new object to table stakes for any media agency executing modern campaigns. 

No longer the sole province of holding company shops or those backed by big money, generative AI has found its way into agencies in myriad ways: from developing twin audiences that cut down on research time and costs to instant content development, which includes traditional ads and creator/influencer content. It's even helping mitigate bias (although the tech can sometimes be complicit in creating bias too). 

So if you're not already investing in -- or at least toying with -- generative AI at your agency, time to get started. Or be left behind. 

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