凯度（Kantar）：2024在AI时代重获控制权-广告商制胜策略研究报告（英文版）（26页）.pdf

1、AITake back control in the age of AI Take back control in the age of AIMission-critical strategies for successful advertisers2It feels like we are on the cusp of a major paradigm shift in the evolution of advertising one driven by artificial intelligence.The changes brought by AI can feel unsettling

2、 and chaotic at times,especially for those who value creativity in advertising.After all,creativity is something that one might argue is innately human.Weve been through these advertising paradigm shifts before.During the digital marketing revolution,even as ad delivery became instant and highly tar

3、geted,the basic mission remained the same.Get their attention,then say something that resonates and supports the goals of your brandAISo why does the age of AI feel so different?Part of the answer is the pace of change.A few years ago,AI was barely at the forefront of marketing conversations.And now

4、 it seems to be everywhere.Some commentators predict that by next year,up to 90%of the contenton the internet could be generated by artificial intelligence.Many marketers fear their content could be engulfed in a sea of noise;one that is even more vast than the one they are already struggling to nav

5、igate.3Recent data shows that while only 30%of marketing and sales leaders say their organisation is currently using AI,90%feel they should be already.If you recognise change is coming fast but are unsure how to face it,the time has come to take back control.The more things change,the more they stay

6、 the sameBefore the digital advertising revolution,most brands produced one or two campaigns a year that were largely built around a flagship TV execution.Today,large marketing organisations frequently have multiple campaigns each year,often overlapping and with as many as 80+creative executions in