How AI is transforming agencies from creative partners into tech-fueled vendors
Ad Age have shared a great overview which covers how generative AI is rapidly becoming foundational to modern advertising workflows. It’s now being used across creative production - from writing copy to generating visual assets. While large language models are enabling AI agents that can support media planning, analyse performance and sales data, build audience segments, and automate reporting.
At the same time, ad tech providers are rolling out autonomous buying and selling systems in programmatic environments, using brand-specific data and algorithms to optimize decisions at scale.
The article covers:
Why agency platforms are more important than ever
How agencies’ platforms are meeting the moment
Dentsu, Havas and Horizon take an open approach
How agencies are rethinking their fee structures
Read the full article: https://adage.com/technology/ai/aa-ad-agencies-operating-systems/
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