DIGITAL

&TRENDSArtificial

creativityOverview

reportBackstage

prep

isover:

AI

is

already

performing

on

advertising's

main

stageHow

are

brands,agencies,

andconsumers

steering

the

AIship?Generative

AI(GenAI)

hastakentheworld

bystorm,

becoming

afirmfixtureinadvertising

andmarketing

activities.

However,

notallbrandsandagencies

havefoundtheirown

strategy

ofworking

with

AI

yet.

Some

brands

areavoidingtheusageof

artificialintelligence

(AI)

inimaging

still.Oneofthemis

beautybrandDove,proactively

bringingforward

aplaybook

forAIuseinthe

beautyindustrybeforeimplementing

it.Others,

likeKlarna,fully

embrace

AI

toautomatize

processes,

withthe

aimtoreduce

costs

of

and

humaninvolvement

insimple

customer

servicetasks.Ofcourse,

there

alsothe

ones

takinganystance

in-between

these

twostandpoints.

Rightnow,

working

with

AIisstillabalancingactthatinvolves

quiteafew

stakeholders.?

Theworld’s

largest

adagencies

are

joiningforces

withGoogle,

Microsoft,Nvidia,andAdobetodebuttheirown

AI

platforms.

Leadingbrandsinthepharmaandconsumer

packaged

goods(CPG)businesses

are

usingsaidplatformstostreamline

content

creation

and

supplychains,inadditiontotaking

theirmarketing

to

thenextlevel.

AI

is

alsoshifting

virtualinfluencers

to

anewdimension,

making

theminteract

withtheiraudience

inanautonomous

way.Thishasalsosparked

debates

regarding

authenticityandtransparency,which

alsoinvolve

companies’

rising

usageof

deepfake

technology.?

Aroundone

half

of

American

consumers

areneutral

with

regards

to

AIusageinadvertising,with

consumers

expressing

highertrustforsituationswhere

brandsreveal

AI

usage.

Gen

Zers

andMillennialstend

to

bemore

supportive

ofAI’spresence

inmedia

compared

topeople

over

45.

Levels

of

supportforAI’s

role

inmass

communications

alsodifferacross

ethnicgroupsandpolitical

affiliations.?

AIisalready

as

good

asbakedinto

theDNAof

advertising,and

brandswill

needtolaydown

rules

onhow

theirmarketing

departments

shouldgoaround

using

it.Thetechcanalready

confidently

takeonbothtechnical

andcreative

tasks,offering

savingsbothinterms

of

money

and

time.

However,

advertisers

mustkeep

inmindthatreal

creativity

andoriginality–two

indispensableelements

ofthe

adindustry–are

unlikely

to

come

from

amachine.Thisreport

aimstoprovide

athorough

examination

ofthestateof

AIinadvertisingandmarketing

today,and

itsoutlook

amidst

anincreasingly

automated

world.301The

state

of

AI

in

creativity?

AIenjoys

high

take-up

andexpertise

among

marketers?

Theindustryweighs

the

strengthsandweaknesses?

Opportunitiesandthreatspaveway

forguidelines

&supervisionAI

assisted

marketers

long

before

the

hypeLeadingareas

in

whichmarketers

used

AIworldwide

as

of

March

2023Ithasbeen

more

than

adecade

sinceartificial

intelligence

(AI)advancements

werefirstused

inmarketing

totakesome

burdenoffmarketers’

shoulders.

Customercare

was

the

first

areawhere

itwasapplied,with

chatbotsanswering

customerrequests

asearly

as2008.

Then,in2011,

Appleintegrated

itsvirtualassistant,Siri,into

iOS.

In2016,

automated

customer

support

entered

social

media

whenFacebook

permitted

itsuseinMessenger.ShareofrespondentsNone53%Customerservice/supportAd

targetingandanalysisAnalysis/forecasts/projectionsContentcreation19%18%17%17%Inearly

2023,

rightbefore

generative

AI

took

the

businessworld

by

storm,customer

service

was

still

oneof

the

top

areaswhere

AIwas

aidingmarketers,closely

followed

by

adtargeting

and

analysis.Still,

more

than

halfof

the

surveyedprofessionals

worldwide

were

not

deploying

the

technologies

in

any

field

atthat

time.Inarapidturn

of

events,

by

the

endof

2023,

GenAIhad

become

afirmfixtureinmarketing,

usedinthemost

obviousfieldssuchas

data

analysisand

marketresearch,

but

alsomore

experimentally

incopywriting

andimagegeneration

(seenextpage).

Quiteinterestingly,nearly

asmany

marketers

measured

AI’sreturn-on-investment

by

improvements

incustomer

relations

asby

increases

inefficiency.Contentdistribution12%10%9%DynamicpricingSegmentation/personalization5Notes:Worldwide;

March2023;

358

respondents;

among

marketing

decision-makersSources:

Ascend2;

ID:1425645;;

Text:CNN;

TechCrunch;

TechTargetMarketers

display

notable

AI

savvyShare

ofprofessionals

using

generativeAIinorganizations

worldwide

in

2024,byfunctionandexpertiseMarketingareas

wheregenerative

AI

was

usedLeadingways

inwhichmarketers

worldwidedefined

ROI

in

AI

as

of

September2023Shareofrespondentsworldwide

as

ofNovember2023Shareofrespondents73%73%71%Marketing,salesand50%57%57%64%DataanalysisMarket

researchCopywriting39%35%customerservice34%28%16%14%Efficiency51%50%Productdevelopment

/Research&Development26%ImprovedcustomerrelationsIT/cybersecurityHumanresourcesFinance38%22%29%ImagegenerationSEO16%14%11%13%6%5%Effectivedataanalysis47%63%62%61%60%37%37%CustomerserviceSoftwarecoding14%8%8%47%ImprovedfinancialgainStrategyandoperations26%21%28%46%10%WebsitedevelopmentClassificationtaxonomiesOtherSupplychain/manufacturing9%5%Accurateforecasting42%Legal,risk

andcompliance10%15%7%VeryhighexpertiseSomeexpertiseHighexpertiseLittleexpertise6Notes:(1)

Worldwide;

October

to

December2023;

2,835

respondents;

among

directortoC-suite-level

respondents;

(2)

Worldwide;

November2023;

1,085

respondents;

among

brands,

agencies,

media

companies,

measurementfirms,tech

platforms,

and

othermarketing

industry

constituents

(3)

Worldwide;

September

2023;

1,200respondentsSources:

(a)

Deloitte;

ID:1451334;

(2)

MediaOcean;

TechValidate;

ID:1460866;

(3)

Advertising

Age;Iterable;

Marketing

Charts;

Wakefield

Research;ID:1260007(S)

StrengthsLeadingways

inwhichAI

elevatedeventmarketingLeadingwaysPR

professionals

usedgenerativeAI

intheirTraditional

marketing

alsoprofitsfromthe

advancements

broughtaboutbyAI.Event

marketers

employ

ittohelpmakerelevant

content

andnetworkingrecommendations,

aswell

as

to

monitorandincrease

engagement.

Inthe

worldof

public

relations,

AI

assistswith

theproduction

of

pitches,pressreleases,andeven

strategy

formation.experience

in

Western

Europe

andtheUnitedStates

as

of

workflow

as

ofDecember2023September2023ShareofrespondentsWritesocialcopyResearchShareofrespondents64%Offer

amorepersonalizedexperience31%58%58%AI-poweredsearchandattendeeassistant22%WritepressreleasesCraftpitches54%The

technology

empowers

marketers

bysaving

them

time

in

which

they

can

focustheir

efforts

on

strategy,

decision-making,and

maximizing

campaign

effectiveness.Content

recommendations21%Strategyandplanning43%Monitor

engagementandsuggestsolutionstoincreaseengagementontheflyOther20%16%15%16%Generateimagestoaccompany

contentNetworking10%recommendationsFindjournalists7Notes:(1)

France,Germany,Italy,

the

United

Kingdom,

and

the

United

States;August

and

September

2023;

500

respondents;

among

marketing

professionals

fromcompanies

with

more

than

1,000

employees;

(2)

Worldwide;November

and

December2023;

1,001

respondents;

among

PRprofessionalsSources:

(1)

Kaltura;

ID:1453881;

(2)

Muck

Rack;ID:1440861;

Text:SalesforceResearch(W)

WeaknessesLevelof

comfort

with

brandsusing

AIin

selectedadvertisingandThecreative

sideof

marketing

hasnotbeen

astranger

toAI

usage,either.

Contentcreators,

influencers,

andmarketers

alikehavetappedintothe

tech’screativepotential.

Theusagevaries,

spanning

from

simpleimage

production,tovideogeneration,

to

copywriting.

Influencers

rely

on

itto

managemultipleaccountsorproduce

more

engagingcontent

faster.

Theindustryhasseen

entire

campaignsexecuted

byAI(albeit

prompted

andsupervised

byhumans).communications

tacticsamong

consumersworldwide

as

ofJanuary2024Shareofrespondents42%43%Comfortable39%39%However,

industryresearch

shows

thatonlyafraction

of

consumers

iscompletelycomfortable

with

the

usageof

AIinadvertising.

Some

brandshavethus

taken

toclaiming

to

exclude

AIfrom

theircampaigns.Beauty

brandDove

even

pioneered

amovement

to

regulate

the

ongoing

techadvancements

bycreating

the

Real

BeautyPrompt

Playbook

withguidelines

forbeautybrandson

how

to

deploy

AI.Dove,owned

byUnilever,

is

the

first

brand

topromise

nottouseAI-generated

imagingofwomen

intheircampaigns,inlinewithits#realbeautyclaimcreated

inearly

2000s.34%41%42%Uncomfortable47%48%51%Dove’s

two-sides

approachdemonstrates

awareness

of

arole

advertising

isplayinginthe

body

perception

process

of

itsconsumers

and

acritical

stancetowards

AIuseinbodyimaging

enhancement.

Themessage

isclear:

EthicalandinclusiveAIusemuststandatthe

forefront

for

brandsif

theywant

to

keep

the

consumersandremain

relevant.Decidingplacementof

advertisementsinmediachannels(inplaceof

advertisingprofessionals)Generatingdescriptionsandtaglinesonwhatisbeingsold(in

placeofcopywriters)Generatingadvertisedproductimages(inplaceofproductphotography)Editingproductimages(inplaceofgraphicdesigners)Creatingavirtualbrandambassador(in

placeofacelebrityspokesperson)8Notes:Worldwide;

January2024;

500

to

2,040

respondents

permarket;survey

carriedoutin17

marketsSources:

(1)

YouGov;Marketing

Charts;

ID:1478024;

Text:SocialPubli(O)

Opportunities

1/2Reasons

for

generativeAIadoption

by

businessesaccordingtoadvertisingindustryprofessionals

in

Europe

as

of

February2024ShareofrespondentsAprime

reason

given

bycompanies

tojustifyimplementation

of

AI-basedtools

isimproving

cost

efficiencies.

Swedish

FintechKlarnamadeheadlines

when

itannounced

inMay

2024

thatitwas

savingapproximately

10

million

U.S.dollars

inmarketing

costs

onanannualizedbasisthanksto

theimplementation

ofAItools.

KlarnausesAIforideation,image

generation,

andtranslationendeavors

toproduce

campaignsacross

its45

markets.

Inthe

first

quarterof2024

alone,

Klarnaused

AI

tocreate

more

than

1,000

images

with

tools

likeFirefly,

Midjourney,

andDALL-E.

During

the

same

period,

Klarnareduced

itsspendingon

externalproviders

responsible

forservices

like

translationandsocial

media.OperationalefficienciesCompetitiveadvantageCostefficiencies78%60%57%Helpdevelopcreative46%Klarnahasrevealed

thatitsAI-powered

assistantwas

handlingtwo-thirdsof

the

company’s

customer

service

chatsand

was

expected

todrive40million

dollarsinprofitimprovement

in2024.

Klarna’sleadership

was

sosatisfied

with

the

results

AI

was

bringingforward

thatitmadeknown

insummer

2024

thatitwas

goingtotakethe

next

stepandreplace

halfofitsworkforce

with

technology

–ameasure

thatwould

cost

some

1,800people

theirjobs,primarily

inmarketing

and

customer

service.ImprovebrandeffectivenessMarket

decisionsandprioritiesOther(pleasespecify)35%29%8%9Notes:Europe;December2023

to

February2024;

146

respondents;

among

advertising

industry

professionals

who

have

some

understanding

ofgenerative

artificial

intelligence

(GenAI)Sources:

IAB

Europe;

ID:1469859;

Text:Digiday;

Klarna;

BBC(O)

Opportunities

2/2Developmentsofartificial

intelligence

(AI)

contenttools

that

would

promptcontentmarketers

worldwide

to

start

using

themas

of

January2024ShareofrespondentsWhile

itis

truethatAIthreatensmanyjobs,ithaspotential

tocreate

newones.Looking

atthetitlesinjobads(e.g.

“AI

testers,”

“AI

prompt

engineers,”

“AI

qualitycheckers,”“AI

ethical

advisors,”

“AI

content

consultants,”“conversational

AIspecialists,”

“AI

marketing

analysts,”“AI

creative

technologists”,

etc.),itsevident

thatAIsoftware

cannotcompletely

replace

humans.Successfulimplementation

ofAItools

will

rely

onsupervision,

analysis,andoptimization

of

theprocess.

Itislikely

torequire

anopenness

tochangeand

asteep

learning

curve

frommarketers

whoarewilling

totake

theplunge.When

skeptical

content

marketers

were

askedwhatwould

prompt

themto

startusingAIcontent

tools,

nearly

halfsaidtheyrequiredreal-life

proof

thatsuchcontent

was

original

andthatitwould

rankhigh

insearchresults.

Nearly

exactlyas

manysaidsuchtools

would

need

tobecome

easier

to

useandunderstand.Thethirdmost

mentioned

development

isthe

reduction

inthecost

of

AI

tools.Real-lifeproofthatAI-generated

content46%isoriginalandcanrankAI

tools

becomingeasier

to

useandunderstand45%ReductioninthecostofAI

tools38%Increase

inthequalityofAI-generatedcontent36%AI

contentbecomingmoreflexible35%(e.g.,for

writinginmyown

toneofvoice)Ifadvertisers

and

marketers

wanttoridethetechwave,

theyneed

to

keep

aneyeon

newdevelopments

and

implement

technologies

strategically.Software

cost

mustnotexceed

the

cost

of

employment

of

people

andAI

oughttobeappliedalwaysputting

consumers

firstandbeingtransparent

aboutthe

use.Other6%10

Notes:Worldwide;

January2024;

>2,600

respondents;

76

percentofresponding

businesses

employed

fewerthan

50

people.

Text:job

titles

advertised

onjobportals

like

LinkedIn,

Indeed,

etc.

in

September

2024.Sources:

Semrush;

ID:1318576(T)

ThreatsConcerns

aboutusage

ofgenerativeAIinJobrolesthat

pertainedthe

highestriskofCompliance

with

regulations

such

as

the

EU’s

AI

Act,

CaliforniaConsumer

Privacy

Act,

Chinese

Cybersecurity

Law,

or

Australia’s

AIEthics

Framework

is

also

a

major

challenge

for

marketers.

In

a

2023survey,

legal

and

ethical

issues

related

to

data

privacy

andmarketingin

theUnitedStates

as

ofMarch

2023

disruptioncausedbyAI

inthe

marketingindustryworldwide

in2023ShareofrespondentsShareofrespondentsThe

significant

cost

of

implementation

it

may

carryContentwriters81.6%

intellectual

property

rights

camesecond

after

the

costs

needed

for45%the

implementation

of

AI.Legal

vulnerabilities

and

data

privacy

concernsEmailmarketersSocialmediamanagersGraphicdesignersSEOspecialists42.7%33.9%31.9%27.0%41%Additionally,

a

quarter

of

surveyedmarketers

felt

that

they

wereconstantly

playing

catch-up

with

modernization,

as

the

technologyand

tools

are

developing

much

faster

than

companies

can

test

andimplement

them.

Another

worry

is

error-proneness

of

AI,

whichmeansthat

the

technology

requires

human

supervision

to

upholdhigh

standards

of

ethics,

quality,

inclusivity,

and

truthfulness.We're

constantly

playing

catch-up

on

modernization26%I

think

the

technology

is

prone

to

error23%My

job

may

be

at

risk

ifI'm

not

able

to

prove

the

ROI

quickly19%I

don't

think

we

have

the

right

staff/skills

needed

to

manage

orWebdevelopersAnalyticsspecialistsPPCspecialists23.3%20.4%troubleshoot

new

AI

techIn

spite

of

these

worries,

GenAI

search

engine

Perplexity17%announced

in

April

2024

that

it

would

allow

brand-sponsoredqueries

on

its

platform,

pioneering

AI-supported

search

advertisingand

taking

on

the

so-far

unchallenged

market

leader

Google.

Thiscompetition

makes

space

for

more

experimentation

with

AI

withinthe

ad

industry

and

potential

expansion

of

the

technology

there.I

don't

think

it

is

something

consumers

want

at

the

moment16%19.2%I

don't

thinkI

cantrust

the

technology8%Video

editors15.5%11

Notes:(1)

United

States;March2023;

408

respondents:

among

marketers;

(2)

Worldwide;

January

2024;

3,812

respondents;

half

ofrespondents

werewebsite

owners,freelancers

made

up

one-fifth,

and

the

restwereamix

ofagencies,

in-house

employees,

and

other

marketers;Sources:

(1)

Sitecore;ID:1424969;

(2)

Authority

HackerID:1263620;

Text:Cnet02Agencies

and

brandsflirtingwith

AI-supported

ads?

Major

adagencies

invest

heavily

inAI?

AIinfluencers

sparkdebates

onauthenticityandtransparency?

Deepfakes

are

controversial

andoften

ethically

questionableIs

the

Google

castle

a

required

stop

in

the

ad

agency

AI

domination

quest?Major

adagencies

havebeen

making

moves

inthe

world

of

syntheticadsover

thepastyear,withGenAIinadvertising

advancingfromhypothetical

toreal-worldadoption

in2024.aligned

withaclient’s

brand.Production

Studio

was

piloted

bysome

of

the

world’slargest

advertisers,

including

L'Oréal

andFord.PublicisGroup

haslaunched

CoreAI,acentralized

tool

thatpromises

totransformthe

company’s

entire

workflow

bycombining

itsproprietary

data

withdata

andcoding

owned

byPublicisSapient.Inearly

2024,

WPP

announcedamajor

collaboration

withGoogle,

thatwill

see

ituseGemini

AItohelp

create

itsads.Google

Cloud’sadvancedGenAItools

will

bemerged

with

WPP’sproprietary

data.Thisamalgamationwill

allow

WPP’sclientstoproduce

content

using

GenAI.Thissignifies

that

Google's

techcould

soon

becreating

adsforsome

of

world's

largest

brands,includingL’Oréal

and

Nestlé.Both

Omnicom

andDentsuhavepartnered

with

Microsoft

to

advancetheirAIgoals.

Theformer

plansto

develop

its

own

GenAItool,

named

OmniAssist.

Thelattersigned

adeal

to

gainaccess

to

advanced

AzureOpenAItech.New

York

City

heavyweights

Omnicom

Group

and

theInterpublicGroup

of

Companies

(IPG)arealsonostrangers

to

theCaliforniansearch

giant.

Theformer

was

the

firsttostrikeadeal

with

Google

CloudinJune2023,

gainingaccesstothe

tech

giant'sgenerative

AImodels.

IPGfollowed

suittwo

monthslater

with

itsown

Google

Cloudpartnership.InFebruary

2024,

IPG

declared

a100-million-dollar

partnership

withAdobe,merging

AdobeGenStudiointo

IPGEngine,thecompany’s

advancedmarketingtechnology

platform.

In

October

2024,

Adobelaunched“commercially

safe”GenAIvideo

tools,

to

beintegrated

intoIPG'splatform.Projected

spending

onAIofselectedmediaholdinggroupsworldwide

in2024WPPhaspartnered

with

NvidiatodebutProduction

Studio,agenerative

AI-fueledcontent

engine

designed

tocreate

text,images,andvideo

foradvertisers.

Thetoolwas

created

onNvidia’sOmniverse

development

platformwith

the

aimtoallowcreative

teamstocreate

top-quality

adsquicker,more

efficiently,

and

while

stayingSpendinginmillion

U.S.dollars31810880WPPPublicisInterpublic

Group

(IPG)13

Notes:Worldwide;

asofJanuary

25,

2024Sources:

Reuters;Bloomberg;Medical

Marketing

&Media;

Publicis;

WPP;IPG;

StatistaID:1455333U.S.

ad

agencies

are

already

all

about

the

AIShare

ofadvertisingagencies

using

generativeAIin

theUnitedStates

as

of

May

2024Leadingareas

ofadvertisingagencieswheregenerative

Over

nineout

of10

adagencies

inthe

U.S.AI

willhavesignificantimpact

accordingto

marketersinthe

UnitedStates

as

ofMay

2024were

found

toeither

currently

usegenerative

AIor

toexplore

usecasesforthe

technology.

Asaresult,GenAIhasshiftedfrom

atheoretical

level

toapractical

one,anditsimplementation

isalready

shapinghow

agencies

functionandmove

forward.Shareofrespondents65%Shareofrespondents61%60%55%50%45%40%35%30%25%20%15%10%5%HowanagencycreatescontentTheagencymarketplace76%71%Respondents

recognized

fourkey

areas

ofanagency’s

environment

where

GenAIwillhavesignificantimpact:how

anagencycreates

content,itsarray

ofclients,howconsumers

interact

with

the

work

created,andwhatcontent

anagency

produces

foritscustomers.

Based

onthis,anagency'screative

output

appearsset

tobemoreimpacted

byautomation

compared

to

anagency's

dealingswith

itsclients.30%Howconsumersinteractwiththeworkcreatedbyanagency69%Whatcontent

anagencyproducesfor

clients62%0%CurrentlyusinggenerativeAIExploringusecases

forgenerativeAI14

Notes:(1

and

2)

United

States;April

and

May

2024;

among

decision

makerswith

titles

ofvice

president

oraboveSources:

Forrester

Research;Marketing

Dive;AAAA

ID:1534927;

(2)

Forrester

Research;Marketing

Dive;AAAA;

ID:

1534926Spotlight:

Pfizer

prescribes

an

AI-infused

makeover

to

its

marketingWiththeassistanceof

PublicisGroupe's

custom-made

Marcel

AIplatform,pharmaheavyweight

Pfizerlaunched“Charlie,”

aGenAIplatformdesigned

toremodel

itsmarketing

and

content

creation

processes.

Charliehasbeen

designed

toserve

asacentral

nucleusforcontent

creation,

editing,and

fact-checking.Charlie’s

capacitiesextend

beyond

conventional

AIplatforms,

deliveringoverarching

supportacross

Pfizer’s

marketing

landscape.Oneofthestandoutfeaturesof

Charlieisitsrisk

system,

which

prioritizes

contentformedical

review,

thereby

ensuring

thatallmaterials

adhere

tothe

stringentregulations

governing

the

pharmaceutical

industry.Thisaspect

of

Charlienotonlystreamlines

thecontent

approval

process

butalsosignificantlyreduces

theturnaroundtime

forgettingmaterials

tomarket.15Sources:

Digiday;

illuminSpotlight:

AI

is

hitting

that

CPG

sweet

spotPharma

giants

aside,

extensive

partnerships

around

GenAIarealso

ontheriseinthe

consumer

packaged

goods

(CPG)

realm.

CPG

companies

areharnessing

thepower

of

AI

tostep

up

theirpersonalization

game,

inaddition

tostreamliningsupplychainsand

expediting

productdevelopment.

Inother

words,

theyarelooking

to

spice

up

theirmarketing

and

boost

theirinternalefficiency.

Onefittingexample

is

thatprovided

byMondelez

International

joining

forces

with

PublicisGroupe

andAccenturetocreate

anAI-backed

marketing

platformproviding

"highlypersonalized,

empathetic

consumer

experiences,”

inthewords

of

Mondelez

CEODirk

vandePut.

InIndia,

Mondelez

alsoworked

with

WPPforanAI-driven

Cadburycampaignfeaturing

Bollywood

superstar

Shah

Rukh

Khan.Confectionery

powerhouse

Marspairedupwith

Omnicom

to

deliver

acampaignnamed

"Different

Every

Time"

foritsStarburstbrand

in2024,

using

GenAItoprovide

content

inavariety

of

scenes

andstyles.16Sources:

FoodBusiness

News;

Campaign

Asia;

The

DrumVirtual

influencers

come

equipped

with

real-world

concernsShare

ofmarketers

planning

toorinterestedinworkingwithvirtualorAI-generatedinfluencers

intheUnitedStates

as

ofSeptember2024Thefirstvirtualinfluencers

–

fictitiouscharacters

with

personalities,

distinctivelooks,

interests,andvoices

–

datebackto

theearly

2000s.

Today,seeing

ananimated

character

impartopinionson

social

media

or

singonastagefeels

normal

tomany.

GenAIhastakenthistoanew

levelbecause

AIinfluencers

caninteract

withtheaudienceon

theirown,

learning

from

the

interactionsanddeveloping

without

the

necessity

ofinput

from

developers.

Industryresearch

shows

thatmore

than

fourin10

U.S.marketers

whohadalready

worked

withinfluencers

were

planning

towork

or

was

atleast

interested

inworking

with

virtualor

AI-generated

influencers

asofSeptember

2024.ShareofrespondentsOneexample

is

thatofU.S.

luxuryfashion

brand

Coach.

To

promote

itsSpring2024

collection,

thelabel

turnedtoPublicisGroupe's

Marcel

AIplatformto

help

put

together

anAI-inspired,

CGI-generated

adfeaturing

Japanesevirtual

influencerImma

and

American

rapperLil

NasX.43%57%While

brandsarehappilyjumpingon