Serious adoption – as opposed to testing – of generative AI is still relatively rare, but the leaders are showing good results. This according to a Deliotte Digital study, which finds 26% of surveyed marketers are using genAI for content creation, and those early adopters report higher-quality content (60%), higher employee productivity (57%), and more content produced (57%). The average return rate on genAI investment is 12%.
Brands in Singapore are prioritizing customer experiences to drive growth, but are challenged by reduced budgets, according to new research from Adobe. To save on costs, organizations in Singapore are cutting their marketing and customer experience budgets – 28% have already done so and 35% will in the next 12 months.
Brand suitability – a fancy term for making sure your ads don’t run near inappropriate content – is a hot topic among advertisers as objectionable materials become ever-more-common on social media. Zefr, which uses AI to identify unsuitable content, has just announced that its solution will be available to monitor ad placements on Facebook and Instagram Reels. Zefr’s reporting conforms with standards set up by the World Federation of Advertisers’ Global Alliance for Responsible Media (GARM).
Pretty soon it will feel odd when you can’t click on an ad to buy something. PayPal is advancing that glorious future by transforming open web advertisements into fully functional storefronts. Somewhat related: Dentsu and Roku have advice on what makes shoppable TV ads succeed (hint: it’s more than personalization).