The AI conversation in advertising is shifting from media optimization to creative production. Publicis Groupe CEO Arthur Sadoun emphasized the importance of production, referring to it as the 'production backbone.' Marketers are increasingly inquiring about AI's ability to generate content efficiently and personalize at scale. Meta is also promoting AI-generated tools to advertisers. Creative growth in Q3 was noted, with 22% of video advertising utilizing generative AI, a trend anticipated to rise to 39% next year.
Production is a big topic right now,610 said analysts on Thursday's earnings call, signaling a shift in where clients are starting to probe.
We call this the production backbone,610 said Sadoun. And it's something he said the group will try and innovate around early next year.
This [production] is a very big source of growth for the market in general and for us in particular if we do this right.
Sadoun pointed to "mid-single digit" creative growth in Q3, largely driven by increased demand for production and scope expansions.
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