Category: In the News

This story was first published by Digiday sibling Modern Retail

Guitar Center CEO Gabe Dalporto admits the chain’s store experience has had plenty of room for improvement.

Some employees may know one genre or instrument type inside and out, but are deficient in other areas. Customers may walk into the store wanting an employee to help them, only to find the entire staff preoccupied with helping other customers. Or, in the past, store associates would spend a lot of time taking studio photos of used guitars to sell or manually processing sales-tax-free transactions.

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As generative AI alters the algebra around advertising creative, more CMOs hope to lean on science, rather than art, to judge the value of campaign assets and drive media efficiency.

British health and beauty retailer Boots has been working with creative data platform CreativeX to pool results from different third-party creative measurement tools and better monitor the value its ads are generating.

The aim is to eliminate poorly performing creative assets before they go out, and boost high performing ones in ongoing campaigns, said Peter Grant, head of media effectiveness, Boots U.K. “The proliferation of digital content continues at pace. We need these sorts of tools to be able to be in a place, to be able to do the right things with them,” he said.

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