The industry has moved functions in-house, establishing playbooks from everything from social to programmatic media buying. But brands are not using the same in-housing play for AI.
Some brands, like U.S. Bank, are taking a hybrid approach, while others, like Adobe, are more fluid, using AI tools both internally and in partnership with external partners. Mostly, brands are still testing and learning where AI can be leveraged in the marketing funnel, and what costs and where time can be saved.
“Over time, AI will likely shake up many brands’ attitudes about in-housing different parts of their advertising and marketing operations. But the ground beneath everyone’s feet needs to firm up a bit first,” said Max Willens, senior analyst at eMarketer.
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