Generative AI dominated marketing conversations in 2024, leading brands and agencies to invest heavily in AI tools for improving efficiency and productivity. However, experts warn against over-relying on automated ad-creation services, which could dilute creativity. Concerns also arise over labeling AI-generated content, as marketers are wary of the 'Made with AI' tag not distinguishing between fully AI-created content and that created with AI assistance. Experts suggest the integration of AI in internal frameworks, focusing on best practices and compliance, as a balanced approach for agencies moving forward into 2025.
Across the board, marketers' adoption of AI technology has steadily increased over the last three years. According to Modern Retail+ Research surveys conducted in 2022, 2023 and 2024, marketers' use of AI increased from 44% of survey respondents in 2022 to 57% of respondents in 2023, and jumped again to a whopping 77% of respondents in 2024.
Sarah Mehler, co-founder and CEO at Left Field Labs, a creative tech agency with a focus on applied AI, said a good starting point for many agencies is to integrate internal applications for AI, while being mindful of how those applications are put into play.
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