Here are some of the newest challenges agency leadership teams are discovering as they race to lead AI in advertising.
Productivity gains from AI risk undercutting agency feesMany agency bosses have touted the productivity efficiencies AI presents to their companies — from creating lists of search keywords to making tedious work like cataloging invoices less time-consuming.
Agencies haven't figured out what to do with the AI talent they've hiredMuch like heads of digital, heads of mobile, and heads of programmatic before them, agency heads of AI are now having their time in the sun.
But once such AI talent is sourced, agencies are presented with another dilemma: Where in the organization should a "head of AI" sit?
Most businesses have started with this being part of the chief technology officer or the IT department's responsibilities, said Ruben Schreurs, chief strategy officer at the marketing consultancy Ebiquity.
Persons:
Nick Coronges, Coronges, waitlists, Lewis Smithingham, Smithingham, Ryan Kangisser, Forrester, Jay Pattisal, haven't, they've, Ruben Schreurs, Richard Robinson
Organizations:
Google, Nvidia, OpenAI, Microsoft, Big Tech, Productivity, Forrester, Xeim Engage