Performance Talks: Insights on generative AI for marketers from Advertising Week 2023

The marketing industry is fueled by creativity and innovation, but with a significant amount of time being spent on non-core tasks, there’s little room to iterate and refine existing campaigns while prioritizing creative undertakings like brainstorming, strategizing, and executing ideas. This is where the power of AI comes in - helping to unlock creativity and giving valuable time back to marketers, allowing them to do the best work of their careers.

At Advertising Week, we connected with some of our partners to get their thoughts on how AI is helping them unleash creativity and what the role of performance marketers will look like in the future.

Meta's VP, Global Business Group for the Americas, Alvin Bowles spoke with Jay Pattisall, VP Principal Analyst, Forrester and Keith Soljacich, Head of Innovation, Publicis Media to get their thoughts on generative AI and how they see it pushing the industry forward. We dove into the topic of “intelligent creativity”- the combination of human creativity and AI- a concept Forrester believes will transform the marketing industry as we know it.

AI won't fully replace the role of a marketer but instead will transform their responsibilities, leaving more room for human imagination and energy where it counts. We also sat down with the founder of Mott & Bow, Alejandro Chahin, Managing Director of Labelium, Amy Yu, and VP of Marketing of Pair Eyewear, Grant Goldman to learn more about how they’re combining automation and creative diversification to drive performance.