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%.

Brand suitability is less of a concern with Connected TV (CTV) ads, since most of the content is provided by networks and streaming providers.  But campaign optimization is harder because audience data isn’t easily available.  Innovid, which offers a CTV ad platform, has combined its real-time measurement with its ad serving capabilities, enabling marketers to automatically optimize campaigns as they run.

Continuing its early fall shopping spree, Salesforce has signed a definitive agreement to acquire data protection and management company Own (it is also acquiring voice agent vendor Tenyx). In addition to analytics capabilities Own will enhance Salesforce’s existing data security tools. It has been a Salesforce AppExchange partner for over 10 years.