With every new technological leap, ad agencies are forced to reinvent themselves quickly to ensure they remain relevant. AI is no exception. Agencies are scrambling to launch AI solutions to help in both sides of the marketing equation – the media buying and the creation processes.
The latest one is Omnicom. The ad giant has launched ArtBotAI, an intelligent content platform that uses large language models to help marketers and advertisers optimize creative digital content. It answers marketers’ thirst for hyperpersonalization, and can make variations of content at scale at a fraction of the cost it would normally take. “Elegance at scale—that was the original idea behind ArtBotAI,” said Paolo Yuvienco, Chief Technology Officer at Omnicom in a statement. “Brands are demanding more customized content at scale, but their content studios and one-off tools slow down, get more expensive, and lose out on quality and performance when they try to do more with them.” Artbot’s prior iteration has already been used by brands, and the new version can be used for campaign and content ideation as well as optimization.