The AI paradox: Marketers trust AI to buy media, not build brands

Marketers are handing more of their workflows over to AI — testing media activation agents, making creative and scaling it. The line around what still requires a human touch, however, is fuzzy.

Some executives are wary of AI-generated creative ideas while using automated tools to brainstorm campaigns. Others insist AI’s role in how brands talk to shoppers should be limited, while relying on it to scale assets consumers see.

What marketers can agree on: they trust AI to help them spend their money — but not craft the messages they want to spend around.

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Why marketers are rethinking identity infrastructure

The ink was barely dry on Publicis Groupe’s deal to acquire LiveRamp before marketers started calling their partners and consultants. Not to make decisions — most aren’t there yet. Just to ask questions they hadn’t thought to ask before.

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‘Moved that drop dead date’: Omnicom accelerates LiveRamp exit after Publicis deal

The first and most obvious question is whether LiveRamp will stay neutral. It’s a reasonable thing to wonder. It’s also, according to several ad execs, largely an agency concern dressed up as a marketer one.

Neutrality was always fragile

For them, the service is the service. Who owns the infrastructure matters less than whether it keeps working. The neutrality anxiety sits higher up the chain, with the agencies that compete against Publicis for business and have spent years routing their clients’ first-party data through a platform that now sits inside a rival’s house. There, the fear isn’t that Publicis will raid the data. It’s that a competitor now owns the infrastructure they’ve spent years depending on.

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