With OpenAI’s ChatGPT making strides in the artificial intelligence space, media companies and agencies are beginning to leverage AI to integrate more efficient and creative working practices into their marketing strategies. Several holding companies and agencies are embracing the opportunities presented by this transformative technology.
Stagwell Group is one of the most prominent agencies to utilize AI across all of its divisions. Locaria, an enterprise within Stagwell, has been using automation and AI to better educated their global brands in regards to their content and performance. According to Hannes Ben, CEO of Locaria, the agency treats AI as a business enablement tool, believing representation and usage of AI can lead to exponential growth.
YML, also part of Stagwell, has released an AI tool entitled Y-Chat to facilitate the implementation of ChatGPT. The tool can be used by developers and companies to easily integrate their applications with the OpenAI model. It additionally allows various companies to quickly add ChatGPT to their projects.
Meanwhile, PMG is another notable organization which has strategically deployed AI in certain domains of their advertising sector. Utilizing their proprietary technology, Alli, PMG is currently focusing on improving their paid search campaigns with ChatGPT. Alli Creative Insights has been created to compare and assess creative materials for prospective campaigns. This program has the potential to reduce the typical labor hours used for polishing content and campaigns.
Omnicom, another media holding company, has expressed their full support for the OpenAI model integration. CEO John Wren expressed his ambition for the company to maximize the potential of automation to relieve their workforce from mundane tasks. Consequently, Omnicom launched ‘Omni’, an integration of the chatGPT model which helps strategists and planners formulate insights faster and facilitating campaign optimization.
In the realm of influencer marketing, Eric Dahan, former CEO of Open Influence, unveiled MightyJoy, an influencer-based marketing firm which ensures maximum executional performance through utilizing data and information collected by content creators. AI is essential to formulating the most effective trends in top-performing content and to build strong relationships between brands and influencers over time.
Overall, both media companies and holding groups are seizing the benefits of AI and incorporating it in various aspects of their business operations. While some use it to examine content and optimize campaigns, others rely on it to improve influencer marketing and elevate creative strategies. It will be interesting to observe how AI will continue to shape the future of the industry.
Michael Bürgi is a memorial for Earth Day, which allows companies across media and tech industry to step up their decarbonization and sustainability efforts. This year, Paramount Network and Videoamp worked together on several campaigns for different categories like automotive, CPG, QSR and entertainment with notable outcomes.
