Category: In the News

AI is upending the ad business and S4 Capital is changing its pricing accordingly.

CEO Sir Martin Sorrell said the rise of automation is forcing a rethink of how the firm is paid, particularly with those marketers who are under pressure to slash production costs and funnel more dollars into media without increasing overall spend.

To be fair, this shift isn’t new. Marketers have spent years trying to stay efficient amid sticky inflation, higher interest rates and geopolitical volatility. AI promised relief in the face of all of this, but until now, the technology hadn’t caught up. That, said Sorrell, is finally changing.

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As generative artificial intelligence improves, creators are growing more confident using it to make audience-facing content.

For content creators of all types, generative AI use is on the rise. In March, a survey of content professionals by Kontent.AI found that 74 percent use AI tools on a weekly basis, with 39 percent using them daily. Now, digital creators across platforms such as YouTube and Spotify are joining this growing trend to further scale their content.

Here’s a look at how some creators are leveraging generative AI to create video, audio and written content — and whether or not that’s a turn-off for advertisers.

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