Generative AI in marketing: How agencies can embrace an ethical future

How agencies can safely and ethically start using Generative AI tools.

This article is part of the October 2023 Spotlight US series, ‘Working with Generative AI in America’. Read more

Generative AI opens up tons of possibilities for creative marketing, enabling brands to generate content, ideas, and solutions at a pace and scale previously unimaginable. Tapping into this potential will require agencies and clients to navigate through uncharted territory, together. It won’t be without challenges but the rewards for being a leader in this transformation will be significant.

Embracing the AI-assisted Mindset

Let’s be honest, on an individual level, this AI moment is triggering anxieties about our society, personal lives...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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