The recent NewFronts event brought a plethora of exciting news in the realm of artificial intelligence for advertisers. Major social platforms like Meta and TikTok announced new AI upgrades to enhance user and advertiser experiences. Meta revealed plans to utilize AI for predicting organic creator content, suggesting creators for brands, and resizing videos for Reels. TikTok, on the other hand, introduced generative AI to its Pulse Lineups ad product while also addressing the U.S. court ban.
Streaming TV startups also showcased innovations in visual AI and machine learning for targeting and measurement. Companies like Canela Media and Samba TV unveiled how they are using AI for contextual ad targeting, identifying people and products in shows to facilitate contextual targeting and measurement.
Notable players like Samsung highlighted their AI strategies for content, ads, and audience engagement. Additionally, Google presented new AI features geared towards assisting marketers in generating audience segments based on campaign goals, with plans for more CTV-specific signals in the pipeline.
Despite the significant advancements in AI technology, there was minimal discussion regarding the safe development and deployment of AI models and applications, along with privacy concerns. However, the industry appears poised for further integration of AI across marketing functions, as evidenced by the growing trend of companies using AI to enhance first-party data sets. The evolving landscape of AI in advertising emphasizes the need for businesses to adapt and leverage these technologies for enhanced targeting, measurement, and overall campaign effectiveness.
