Generative AI has applications across a number of industries, including marketing, healthcare, entertainment and education. Over the last 12 months there has been a sharp increase in the number of businesses adopting Generative AI technologies. According to Deloitte’s ‘State of Generative AI in the Enterprise’ ‘91% of all organisations expect their productivity to increase due to generative AI’. As technology continues to evolve, the future of generative AI in agencies is likely to be characterised by several key trends and advancements. In this article we’ll explore some of these in more detail and discuss how we’re leveraging Generative AI at Threepipe Reply. Before we dive into the details of how Generative AI can be used in the workplace, let’s define Generative AI.
What is Generative AI?
Generative AI refers to a subset of artificial intelligence (AI) techniques and algorithms that are designed to generate new content, data, or outputs that mimic or resemble human-created content. Generative AI models typically work by learning patterns and structures from large datasets and then generating a new output based on that learning. In simple terms generative AI is similar to a smart assistant who creates new content based on previous data and learnings.
How is Generative AI being used in Marketing?
Across media platforms we’ve already seen a move over the last few years to machine learning targeting, (including Google Performance Max and Meta Advantage+ amongst others) which is vastly improving targeting efficiency and delivering higher performance results for brands. Across our teams at Threepipe Reply we have been at the forefront of AI developments, not only using the marketing platforms’ own capabilities, but also testing across areas such as creative/content generation, data querying and predictive analytics.
How can Generative AI be leveraged by Agencies?
Agencies play a key role in the adoption of emerging technologies and innovative solutions within the digital marketing ecosystem. At Threepipe Reply, we’re super excited to be exploring generative AI across a number of areas to elevate our marketing offering for the brands we work with, these include:
Workflow Automation: One of the most powerful roles Generative AI plays is in streamlining workflows and automating repetitive tasks. At Threepipe Reply we have been testing various automation tools both self-developed and alongside our carefully selected third party partners. One key application is the use of machine learning automations for product feed management. Other areas include tools to bulk manage ad copy and content, as well as leveraging automated tools offered by advertising platform partners. We believe AI will bring increased efficiency and accelerate the quality of the work we deliver, whilst enabling our expert teams to focus on strategy and planning, and guiding AI to drive the right results.
Data Analysis and Insights: Generative AI can analyse large volumes of data to uncover insights, patterns, and trends that may not be immediately apparent to marketers. By processing diverse datasets, AI algorithms can generate forecasts, predictions, and recommendations to support decision-making processes.
At Threepipe Reply we’ve been exploring a range of solutions which combine the power of AI with the expertise and insight of our specialised data and analytics teams. This includes testing tools which allow for natural language querying of data from marketing platforms, enabling our teams to simplify the process of creating insights for our team members and our clients.
One powerful route marketers can take is leaning into Gen AI powered data analysis through BigQuery together with first party data, unlocking automated data querying across large data sets & bridging meaningful insights to their impact on business goals.
Training and Development: Agencies can use generative AI to develop training programs and simulations for employees. These tools can provide realistic scenarios and feedback, enabling employees to enhance their skills and knowledge effectively.
Digital Communication: Generative AI models like OpenAI’s GPT (Generative Pre-trained Transformer) are proficient in natural language processing tasks such as language summarisation. These capabilities facilitate summarisation from online meetings with our clients to produce succinct meeting summaries and automated email follow-ups, reducing administrative tasks for client focussed teams.
Ethical Considerations
Generative AI holds tremendous potential to revolutionise the workplace and how businesses operate. Nonetheless, we see it as essential to approach its adoption thoughtfully and ethically to maximise its benefits while mitigating potential risk.
By leveraging the capabilities of generative AI, businesses can drive efficiencies, improve decision-making, and deliver exceptional experiences to both employees and clients in the rapidly evolving digital landscape.
Data Sources: Deloitte’s State of Generative AI in the Enterprise Quarter one report January 2024.
Author: Matthew Hill
Published: April 18, 2024
