AI is increasingly influencing the advertising industry, notably in media planning and buying, by enhancing decision-making and media allocation. A key advancement is the use of synthetic audiences for market research and targeting, which utilizes generative AI to create audience profiles from various data sources. For instance, Dentsu's partnership with Evidenza exemplifies this trend, empowering brands to transition insights into actionable strategies. These synthetic personas leverage real data while respecting privacy, highlighting AI’s role in reshaping traditional advertising methodologies.
"The less flashy, but more important shift is how AI is being used to gain competitive and operational advantages through applications that alter how decisions are made, how media is allocated and how campaigns perform."
"We're taking a really strong, assertive step in how our brands and our clients are able to move from insight to activation," said Paul Kang, head of alternative investments at Dentsu.
"The profiles created from it are artificial... created whole cloth from probabilistic data sources - hence the 'synthetic' moniker."
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