The use of artificial intelligence for creative work in the advertising industry is more of an opportunity than a threat to traditional agencies, according to WPP chief executive Mark Read.
The world’s biggest advertising group was already using AI to “amplify” its creative work, he said, pointing to examples of “work with clients, using the main AI platforms, in-market today”.
Read told the Financial Times that WPP had been using AI and automation to improve media buying plans for clients for some years, but that the emergence of “generative AI” — using systems to help create campaigns — would be a “massive opportunity to optimise creative” work.
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