Category: In the News

When trying to explain how generative AI tools work using plain English, it’s tempting to fall back on language that humanizes the tech.

Tools like ChatGPT “think” or “design” responses against prompts set by users; automation workflows become “assistants,” chatbots become “copilots” or “wingmen.” In that light, perhaps it’s unsurprising that regular users are turning toward OpenAI’s tech in lieu of therapists, priests or doctors.

For marketers, the tendency to read a generative AI output as more than the sum of its parts holds potential as well as risk. AI audience personas, for example, use LLMs like ChatGPT, Claude and Llama to help brand execs cut through the morass of consumer data points on which they’re expected to base decisions. 

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Another industry event, another round of panels framed by uncertainty. It’s the one constant in a stretch of years defined by volatility — economic, political and technological — all of which have reshaped how marketers operate.

But this time, the uncertainty feels different. Less ambient noise, more existential. 

The pace of change, from AI to global instability to the fracturing of media itself — has caught even seasoned marketers off balance. Ad Week New York doesn’t escape that. If anything, it distills it. For many of the 20,000-plus attending, this year feels like Q4’s ceremonial kickoff, and more like a pulse check. 

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