How Brands Like Diageo, Progressive and eBay Are Using Gen AI to Tailor Ads

Relevant content is more effective, but diverse data training remains a hurdle

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In the quest for more impactful advertising, brands like eBay, Progressive and Diageo are turning to generative AI not just to generate creative, but also to tailor audio content, translate more granular audience segments to other platforms and curate targeted shopping experiences. And they are starting to see early signs of success.

Insurance provider Progressive saw a 197% incremental lift in people requesting quotes when it served relevant gen AI-powered audio ads compared with serving no ads, chief marketing officer Remi Kent explained at Miami’s Possible conference last month.

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This story first appeared in the May 14, 2024, issue of Adweek magazine. Click here to subscribe.