Marketers' Gen-AI Priorities for 2024

Brands expect progression in agent AI, multimodality efforts and regulation

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As the generative artificial intelligence hype cycle cools down from the launch of ChatGPT last November, marketers’ expectations for the technology in 2024 will extend beyond simple chats to decoding client briefs and gathering real-time data on campaign performance, as well as cleaning up reams of unstructured data.

“In 2024, we will see gen AI used to create efficiencies in three main areas of marketing: enhancing the creative process, furthering personalization and bringing greater precision and sustainability to the media buying process,” said Raja Rajamannar, Mastercard’s chief marketing and communications officer.

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