Research by GroupM suggests that half of all media investments will soon be based on decisions assisted by artificial intelligence (AI), and by 2028, this will increase to two out of every three transactions. Almost 90% of industry representatives point to AI as the technology that will have the greatest impact on marketing in the near future. The potential of this technology is sparking robust debates in the industry, and its applications are continually expanding, from planning and optimizing advertising campaigns, through influencer marketing, to traditional media outlets that gain a “second life” thanks to innovations.
According to the “Gitnux Report 2024”, 84% of marketing firms are already implementing or expanding their use of AI. Moreover, 61% of marketers view it as a key component of their data usage strategy, while 72% see the potential for a competitive advantage in it.
As reported by Izabela Albrychiewicz, CEO of GroupM Poland and CEE, AI is gradually becoming commonplace in the marketing industry, supporting the work of agencies. It is used, among other things, to generate text and graphic content, with increasingly bold experiments with AI Video. AI also aids in media planning and purchasing processes, consumer research, and enhances efficiency and quality of work, freeing up time and resources for strategic and creative activities.
GroupM uses its proprietary WPP Open platform as a specific example of AI application, which enables employees to interact with large language or diffusive models. This tool streamlines daily work, allowing, among other things, text editing, translations, image generation, and text soundscaping. It also supports the creative and strategic process and research as well as the creation and editing of marketing content.
Experts predict that the use of AI tools in advertising campaigns will become increasingly common, as they allow for more precise targeting and personalization of ads. This, in turn, increases the effectiveness of campaigns and allows for better utilization of advertising budgets.
The upcoming trends, based on the use of analytical tools, are also seen in influencer marketing, where AI allows for examination of a particular influencer’s reception among different audience groups and precise planning of a campaign involving them.
According to data cited by the IAB, the influencer marketing market globally was worth $21 billion last year and is estimated to reach $24 billion this year, and by 2029, $56 billion. Already, it is currently worth more than global radio advertising spending and still has growth potential.
As noted by Adrian Kawecki, CEO of Mindshare Poland, traditional segments of the advertising market, such as television and outdoor, are rapidly changing under the influence of innovation.
Other news is the ability to measure both TV and outdoor advertising in digital format. This gives media buyers the ability to account fully and advise the client on what is more profitable: to try digital outdoor advertising or stick with television advertising.
Joanna Okła, CEO of EssenceMediacom Poland, notes that while the AI potential debate is heating up within the marketing industry, the innovations that are being introduced are not limited to AI alone. There is a growing popularity of martech, which includes not only marketing and technology but also data management, systems, and human competencies.
According to Izabela Albrychiewicz, investments in AI and broadly understood innovation are of great importance for the development of the entire Polish economy. As highlighted in the “Wired for AI” report prepared by consulting firm EY and Liberty Global, the use of AI in the Polish economy could yield benefits equivalent to the work of as many as 4.9 million workers and generate additional production value at the level of $90 billion annually.
