Media agencies are finding more uses for AI to automate routine campaign tasks, but when it comes to creative content, the technology still fails to impress.
At the Digiday Media Buying Summit in Nashville, agency leaders said generative AI still falls short in delivering high-quality creative output, even as more companies leverage AI to optimize and streamline media operations.
David Dweck, svp of paid media at Wpromote, shared how his media agency leverages AI from companies like EDO — co-founded by actor Edward Norton — to analyze spot-by-spot search and conversion uplift based on ad creative and network programming. Wpromote also uses AI from Google to analyze display and YouTube assets, refine creative across social and search and then feed weekly optimizations into a large language model for insights. While it’s improving measurement and reporting efficiency, Dweck still finds AI-generated creative underwhelming.
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