Client Briefs, Campaign Performance: How Ad Agencies Are Using Generative AI Today

Changing old ways and finding new audiences

Over the past eight months, the ad industry has witnessed a definitive role for generative AI inside creative and media agencies; from decoding client briefs to amassing real-time insights on campaign performance, gen AI is getting the job done more quickly and efficiently.

Across IPG’s Momentum, S4 Capital’s Media.Monks and independent agency PMG, the opportunities presented by generative AI have led to accelerated ad campaign output and reaching new consumers and winning new business.

“We look at generative AI as a force multiplier in terms of our ability to react and respond to client needs,” said Jason Snyder, CTO of Momentum, an IPG agency.

According to a Gartner survey, nearly 63% of marketing leaders plan to invest in this technology in the next 24 months.



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