""Marketers have spent $50bn on generative AI and 95% of it has delivered zero return," the group CEO of Inspired Thinking Group (ITG), Andrew Swinand, tells The Drum, citing an MIT study."
""Everyone's been chasing the shiny object," he says. "The real question isn't 'Where should I spend money on AI?' It's 'Where am I already spending money - and how can AI fix it?'""
""Logos came out wrong, layouts broke, brand assets got mangled. There's been a wave of disappointment from people who were sold the dream too soon.""
Marketers have spent $50bn on generative AI and 95% of it has delivered zero return, per an MIT study. AI hype is pervasive at industry events and product launches, with many keynotes and case studies focused on an AI revolution. The priority should be applying AI to existing marketing spend and operational problems rather than chasing generative output. Excessive focus on what AI can create has overshadowed its ability to fix workflows, asset management and brand controls. A client that used a vendor promising to replace agencies experienced incorrect logos, broken layouts and mangled brand assets, causing widespread disappointment. An industry executive with experience at Publicis, Leo Burnett, P&G and Starcom now leads ITG's global growth from London, emphasizing operational AI.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]