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Ad agencies are buzzing with excitement about AI and its potential in the advertising industry. However, there is a need to separate reality from hype and determine how much of the enthusiasm has translated into tangible results. To gain a clearer perspective on the current state of AI in marketing, we reached out to leading ad agencies to understand how they are leveraging AI to serve their employees and clients. Here’s what we found:
VMLY&R
At VMLY&R, the agency has shifted from occasional use of AI to integrating it into all aspects of their work. They focus on responsible AI methodologies, such as building humans-in-the-loop processes and frameworks to mitigate risk. Education and training are also key, as they help their teams and clients understand the possibilities and usage of AI tools and platforms. VMLY&R has recently launched a generative AI experience with a brand spokesperson and remains committed to evaluating and adapting their strategies as the AI landscape rapidly evolves.
Code and Theory
Code and Theory has partnered with Oracle to deliver AI-powered solutions to clients in various industries. They have implemented a genAI illustration engine for an e-commerce client to create a dynamic and engaging user experience. They have also built a proprietary research large language model (LLM) for a finance company, leveraging years of proprietary research data. Collaboration with a publisher has led to envisioning an AI-equipped newsroom for accelerating news cycles and generating custom content. Internally, Code and Theory utilizes AI models like ChatGPT and Bard for multiple use cases, including copywriting, research sourcing, and SEO tagging.
Havas New York
Havas New York has noticed the increased ability to create comps and find supporting research with platforms like ChatGPT and Midjourney. They encourage experimentation and have adopted a “play, don’t publish” approach to explore the strengths and weaknesses of AI. The agency emphasizes the importance of not believing everything ChatGPT tells them and acknowledges that AI can occasionally produce factually inaccurate texts and propagate biases. They believe that AI will never replace individual human experiences and the unique influences they have on their work.
WPP
WPP sees AI as a fundamental part of their business, from automating workflows to accelerating ideation and delivering work for clients like Nike, Nestlé, HSBC, and Mondelēz’s Cadbury’s. Collaborations with tech companies like Adobe, IBM, Microsoft, Google, OpenAI, and Nvidia are at the core of their approach to AI. WPP’s data company, Choreograph, plays a central role in their AI strategy, delivering work for clients such as Ford, Unilever, Bayer, The Coca-Cola Company, and Verizon. They prioritize responsible and ethical use of AI, considering it an enhancer of human creativity rather than a replacement.
TBWA
TBWA has deeply integrated AI into its business operations and creative process. While they are excited about generative AI, they are taking a measured approach due to the rapid evolution of the technology. They prioritize safety measures and adopt tools and partnerships that ensure the best and safest options for their teams. TBWA is currently researching, developing, and experimenting with the strategic and creative applications of generative AI. They have created educational resources, practical toolkits, and new ways of working through their innovation practice, Next.
McCann Worldgroup
McCann Worldgroup views AI as a copilot to human creativity, enhancing and complementing their capabilities. They see AI as a catalyst for unlocking productivity, fueling creative efficiency, and enabling the reimagination of new products and services. Ethical use of AI is a priority for McCann Worldgroup, and they provide comprehensive training to promote responsible and inclusive use of AI technologies. They have collaborated with Bimbo in Mexico to develop personalized branding using generative AI and utilized AI-assisted techniques for New York Lottery.
Huge
Huge agency has been developing an AI strategy for the past two years, focusing on opening new creative growth opportunities. They launched the Huge Living Intelligence Value Engine (LIVE), an AI-powered tool that analyzes diverse data points to uncover trends and insights in real time. Huge primarily uses AI as input to bolster creative thinking, rather than generating creative outputs. They emphasize responsible use of AI, setting clear parameters on when and how generative AI is used, and educating clients throughout the process.
In conclusion, AI advertising companies are leveraging AI in various ways to enhance their work, improve efficiency, and provide personalized experiences. They prioritize responsible and ethical use of AI while recognizing its limitations and the importance of human creativity. These companies are actively exploring and experimenting with AI tools, continuously improving their workflows, and equipping their teams with essential AI skills for modern marketing.
Keywords: AI advertising companies, AI in marketing, generative AI, responsible AI, AI tools and platforms, AI-powered solutions, ethical use of AI, AI integration in business, AI applications in advertising
