This earnings season, the executives of the world’s biggest advertising companies have shared their insights on how artificial intelligence (AI) is transforming the industry. ChatGPT by OpenAI popularized the concept of generative AI, but agencies have been appling AI in a variety of ways, such as targeting ads to specific audiences and streamlining production times.
Mark Read, CEO of WPP, showcased on his earnings call a video case study of a campaign from Ogilvy Greece. This project used AI to generate love letters that could be viewed through a phone camera when pointed to a bar of Lacta chocolate. This technology was also used to recognize 36 different Lacta packages.
John Wren at Omnicom has also been bullish about the potential of AI to revolutionize their business. Omnicom was the second company after Disney to enter into an enterprise relationship with Microsoft, meaning they have access to the latest OpenAI GPT models.
Publicis Groupe launched their platform Marcel in 2018, which uses AI to match client briefs to their appropriate employees. The platform is also being used for media buying and for data analysis. Publicis Groupe CEO Arthur Sadoun places great value on the potential of AI in creative processes.
IPG CEO Philippe Krakowsky announced on his earnings call the AI Steering Committee, which works on laboratory and incubator projects with technology partners.
Finally, S4 Capital, the firm created by Martin Sorrell, has enabled their team to work with seven out of their 10 biggest clients on AI projects. Executive Director Wesley ter Haar said it unlocks the promise of personalized digital advertising.
The companies mentioned in this article are WPP, Omnicom, Publicis Groupe, IPG and S4 Capital. WPP is the world’s largest advertising agency, while Omnicom is a network of agencies with offices in over 100 countries. Publicis Groupe is a global network using AI to match the briefs of their clients. IPG is the holding company, and S4 Capital which was created by Martin Sorrell who formerly served as CEO of WPP.
