Global brands stick to AI’s testing basics... for now

Details a recent Kantar webinar on the potential of full-service AI-driven autonomous advertising.

AI promises revolutionary breakthroughs in helping marketers to better understand customer behaviour and to use new insights to engage audiences more effectively. Part of this potential centres on Generative AI being able to crunch though massive data sets to give creatives a steer on how to frame their messaging in future campaigns. Adverts storyboarded, created, tested and optimised by AI are mooted as just a matter of time.

While this full service of autonomous advertising may be a little way off, marketers agree there are early signs it is a realistic direction of travel. In the course of a recent...

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