15 Advertising Executives Leading the Industry’s Charge Into Generative AI
- Generative AI has exploded in popularity, and advertisers are figuring out how to use it.
- Insider profiled 15 ad execs leading generative AI projects for their own agencies and major brands.
- They’re using AI tools to build creative assets quickly, kickstart ideas, and automate boring tasks.
Generative AI has taken the world by storm, but many in the advertising industry were experimenting with it well before OpenAI’s ChatGPT catapulted the technology into the zeitgeist last November.
Not only has the technology ignited the search wars between Microsoft and Google, and threatened to upend search advertising, it’s also providing new ways to generate art and ad copy and make tedious work like cataloging ad invoices way less time consuming.
At the same time, there is tremendous risk in over-relying on the technology. For instance, advertisers worry that using generative AI to create client-ready assets would create copyright issues, since it’s unclear what sources these tools are using to generate art. There’s also the question of what data the AI is using to generate its responses, and whether people should have confidence in those answers.
“What I would say to definitely not do is take it at face value,” said Erik Hamilton, VP of search and social at the ad agency Good Apple. “It’s very good, but you can’t fully trust it yet. So if there’s something you’re not sure about, it’s worth validating.”
There’s no denying that the technology shows tremendous promise for those who use it properly. Hamilton, for instance, has used it to generate code to easily automate certain tasks. Others have used it to build lots of creative assets in a short amount of time, or to do research in preparation for a big pitch.
Insider has identified 15 ad industry experts who are leading the charge around generative AI by figuring out what it can and can’t do, and teaching their colleagues and clients how to get the best results. They are listed in alphabetical order.