We had a great time attending the American Advertising Federation (AAF) event last night where we heard from key industry leaders including our Chief Technology Officer, Mike Della Porta, during an honest heart-to-heart about AI and the undeniable impact it’s having on our local organizations. What key insights did we learn? We’re sharing everything from AI bringing companies down to a four-day work week to how local leaders are utilizing AI today, keep reading to find out more.
How are local users currently utilizing AI in their work?
Overall, the consensus was that businesses are using AI to minimize tedious, simple tasks to free up time for employees, shifting focus on big thinking and strategic tasks. This includes using AI for things like copywriting, brand guidelines, competitor analysis, and acting as a soundboard for remote employees. Companies are looking to adopt AI powered tech tools including Microsoft Copilot and Adobe products.
How is AI changing analytics and measurement?
The panelist expressed the benefits of AI, specifically in analytics and measurement, has been because it has allowed marketers to pull back from monotonous measurement tasks and instead invest their time strategically. We are seeing that because of AI’s ability to lower the barrier to entry for creative endeavors, it’s overall changing the way that teams think about reaching customers.
How are you approaching AI?
It was shared that businesses are looking at AI as not a final product but rather a step along the way. Panelists suggest that customers will be able to differentiate between human generated content and AI generated content so utilizing it as a tool is the preferred approach. We heard businesses are focusing on areas where they could differentiate their customer experience with the use of AI, this included adopting new technology into their stack. We also heard how important it is to lean into the test and learn mindset, AI is new for everyone so it’s important to not be afraid to experiment and optimize AI strategies over time.
How do you see AI changing the way our industry and the world operate?
Panelists were optimistic about the future of AI and its effects on our industry. We heard about the possibility of four-day work weeks because of AI integrations, it was predicted that this is the biggest shift we will see to the work structure since the industrial revolution. It was understood that AI will affect everyone acting as an integral part of daily working life. We also heard about the exciting advancements on the heels of AI in other industries including healthcare where it’s allowing for drug discovery and new treatments for patients.
The consensus? AI is here to stay, and companies should look to adopt it in meaningful and helpful ways. For more information on AI and its effects on the marketing industry and beyond, reach out to our team today!