Nearly half of advertisers now “fully” or “mostly” trust adtech AI to make decisions about their campaigns without human oversight – up from 25% last year, according to a report from Advertiser Perceptions, a provider of business intelligence.
Source: Advertiser Perceptions Report Artificial Intelligence and Machine Learning in Advertising 2024
Previously, advertisers somewhat “trusted” these ad technologies to make investment and optimization decisions without human involvement.
Surprisingly, the number of marketers willing to use AI-generated content if brand suitability could be verified dropped from 66% to 50%. This may be because 68% of respondents agree that AI-generated content can extract content from publishers’ original sources without the proper permissions or permissions.
Also:
70% of those using image-based genAI for ad creative upload creative made outside of their ad platforms. This is particularly common among agencies; marketers are almost evenly split between using in-platform tools and external tools. Advertisers are more likely to measure AI ROI based on improvement over a non-AI benchmark, whether in performance, awareness, or engagement.
Here are the latest AI-powered martech news and publications:
Shameless plug for this reason on the holiday theme of playing with AI that helps charities: The Food Group, a food and beverage marketing company, launched the Holiday GiftWraptora tool that wraps anything you can think of into custom food and beverage wrapping paper. (At right, an orange tabby wrapped in orange slice paper.) The Food Group is donating to World Central Kitchen’s U.S. hurricane relief efforts for every gift wrapped.
AKOOL and LiveX AI partners: AKOOL’s dynamic avatar technology is now combined with LiveX AI’s conversational AI agents to create more natural and helpful virtual assistants for customer service.
AdCreative.ai launches video generation tool: This new tool uses AI to analyze product photos and user prompts to create video content suitable for conversions. It takes into account brand guidelines and audience data for optimal impact.
Kaltura unveils Work Genie: This AI-powered tool creates personalized learning experiences for employees, using video clips, podcasts, and interactive content based on individual needs.
WILBY.Ai presents THINK1.Ai: This platform provides AI-powered translation and localization of video and audio content in over 160 languages, helping brands effectively reach global audiences.
Simpli.fi announces AI for programmatic advertising: Two new AI tools will arrive in January 2025. Autopilot AI simplifies campaign creation for beginners, while Media Planner helps experienced buyers optimize complex strategies.
Hypelist unveils advanced personalization features: The app uses AI to recommend new restaurants, books or travel destinations based on a user’s past choices and preferences.
Verint Launches CX/EX Scoring Bot: This real-time AI tool analyzes customer and agent interactions to provide insights into customer experience and employee satisfaction.
MediaRadar Introduces AI Awareness Editor: This tool helps media sales and marketing teams personalize sales sequences and target prospects with relevant advertising data.
Pantheon launches content editor for Google Docs: This add-on uses Google AI to provide content summaries, SEO suggestions, and advanced search capabilities in Google Docs.
Bridgeline Digital launches Smart Facets: This AI-powered tool automatically selects relevant options for users performing natural language searches on websites.
DAS Technology Introduces AI Engage Messaging Solution: This solution combines automated responses with live moderators to improve communication between car dealers and customers throughout the car buying journey.
Phrase improves translation platform: New AI capabilities enable better adaptation and personalization of content, helping brands deliver culturally relevant and personalized experiences.
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About the author
Constantine von Hoffman is editor-in-chief of MarTech. A veteran journalist, Con has covered business, finance, marketing and technology for CBSNews.com, Brandweek, CMO and Inc. He was an editor at the Boston Herald, a news producer at NPR and has written for Harvard Business Review , Boston. Magazine, Sierra and many other publications. He has also been a professional stand-up comedian, has lectured at anime and video game conventions on everything from My Neighbor Totoro to the history of dice and board games, and is the author of the realistic novel and magical John Henry the Revelator. He lives in Boston with his wife, Jennifer, and too many or too few dogs.
