Karim Rayes, Chief Product Officer, Nexxen
Artificial intelligence has quickly become the ad tech industry’s favorite talking point, and understandably so. Nearly every company is racing to launch AI-powered products, from generative creative tools to predictive models and automated campaign recommendations. But amid the buzzwords and marketing decks, a more important question is overlooked: Is the industry building AI as a transformational amplifier, or is it just adding another shiny feature?
Recently, it has largely seemed to be the latter. Many AI rollouts in the space operate in isolation — an algorithm that suggests optimizations, a chatbot for support, a dashboard that generates summaries. These may sound helpful — and often they are — but their impact is limited unless they’re connected to the systems and workflows that allow AI to learn and improve over time.
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