Artificial intelligence has seen a breakthrough year in marketing with the emergence of generative tools like ChatGPT and DALL-E 2. From modern spins on decades-old tactics to supportive marketing around the Super Bowl, brands are applying the technology in just about every way they can think.
AI, of course, is much bigger than this handful of new, creative tools. Ad tech has long used artificial intelligence to analyze ad placement and facilitate ad buying and selling. Yet even these more traditional applications have seen a renewal in interest thanks to generative AI’s explosive year.
Check out our generative AI guide for brands here
As marketers build on old use cases and discover new ones, they will have to navigate a far-from-perfect landscape. Brands are having to grapple with the legal uncertainties of a novel industry, such as issues of copyrighted content, as well as consumer distrust that has been conditioned through years of cultural fear-mongering (ahem, “Independence Day”).
With this in mind, 2023 will likely be an inflection point for AI marketing. So keep reading and check back often for the latest AI news and activations from Ad Age.
Check out our AI marketing glossary here