The Brandtech Group

Marketers are running their own plays during and after the Super Bowl, seeking proof of performance from their streaming campaigns to justify their investments.

Here are three areas that marketing technology professionals must handle successfully to get the most out of their AI applications.

Google’s open-source MMM product goes live; Amazon Prime Video’s ad biz turns one; and teens don’t trust Big Tech and have doubts about AI.

Agents are autonomous and thoughtful, incredibly fast and knowledgeable. They won’t replace star performers, but they will supercharge your team’s delivery.

Digital advertising’s potency has always come down to knowing what the audience is searching for and the sites they’re visiting online. But what if your audience isn’t looking at search results anymore? What if they’re seeking recommendations from ChatGPT instead?

Many marketers are eager to learn what generative artificial intelligence products can do for their brands. But before everyone gets too preoccupied with “could,” the Brandtech Group believes it’s time to consider the “should.”

The best way for a brand to devise a company-wide policy for using generative AI responsibly is to get in there and start experimenting with the technology first, says The Brandtech Group’s Betty Louie.

RAG is a recently developed process to ingest, chunk, embed, store, retrieve and feed first-party data into AI models. Here’s how to use these tools to inject first-party data into your next AI-enabled campaign.

AdExchanger consulted with agencies about how they are evaluating new generative AI tools for marketing use cases as well as the tech companies behind these startups breaking new ground in generative AI.

How can we establish guardrails for the use of generative AI while supporting creative exploration? As banal as it sounds, the answer is to create a comprehensive gen AI policy.  

Marketers will fold generative AI into more of their creative processes and ad creative in 2024.

The strategy behind agency holding company reorgs makes sense: consolidation of related assets under one roof. But simply merging creative agencies doesn’t solve the bigger client need, which is bringing creative and media closer together, says Jellyfish CEO Nick Emery.

Ad Fontes plans to spend its newfound capital on hiring media bias researchers, developing an AI model for assessing media quality and enhancing its rating tools for foreign-language content.

Martech holding company The Brandtech Group acquired Pencil, a generative AI platform for ads, on Thursday.

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Generative AI is the talk of the town. At creative and media agencies, everyone from designers to copywriters to marketing leaders are giving generative AI programs like ChatGPT and DALL-E a try.