The intersection of Generative AI and human creativity represents a crucial turning point for advertising agencies, highlighted by recent developments in academic research and practitioner application.
This research, completed by Swinburne University of Technology in collaboration with The General Store, explores the synergy between AI and human creativity through interviews with senior advertising executives.
This webinar enables ad agencies, in house teams, and wider marketing functions to compare their own respective insights and experiences with those from a wider industry review.
AI’s influence on advertising extends across various dimensions, with the potential to boost efficiency, personalisation, and targeting. Indeed, AI can streamline a range of advertising functions, including consumer insights, media planning, ad buying, content creation, and performance evaluation. In the context of advertising, AI technologies are primarily deployed to enhance the effectiveness of advertising campaigns, accurately target specific audiences, and improve decision-making processes.