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As conversations about the Metaverse and Web3 were swirling, Aaron Shapiro, having recently stepped down from his role as CEO of the IPG agency Huge, noticed another technology quietly gaining traction in the creative community.
Agencies were paying more attention to generative AI, or auto-generated text and imagery. For Shapiro, this felt different than when AI dominated the conversation years ago, amid launches of voice assistants Alexa and Siri. “AI was very much a novelty then,” he said.