In ad circles most of the AI chatter has centered on media — how it’s bought, sold and optimized. But the conversation is starting to shift. According to Publicis Groupe CEO Arthur Sadoun, creative is now coming into focus.
“Production is a big topic right now,” he told analysts on Thursday’s earnings call, signaling a shift in where clients are starting to probe.
These conversations tend to follow a predictable arc. Marketers first want to know if AI can actually make more content, faster and for less? Then, they’re asking how that production process mesh with data and media to deliver something that resembles personalization at scale.
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