OpenAI and ChatGPT catapulted AI to centerstage and now it seems like every company, application and individual is obsessed with how to integrate AI into their offering.

The marketing world is no different, with everyone trying to predict how AI will impact the future of our industry. That said, it’s easy to get caught up in the fun and forget that AI is already a massive part of Paid Media campaigns.

In fact, if you are running any sort of Programmatic, Social or Search campaigns you are inherently taking advantage of AI to help power your buys, bid smarter, dynamically show different ad variations and optimize ad inventory.

Two of the biggest players in the advertising space, Google and Meta, have been slowly integrating AI into Paid Media campaigns for approximately five years now. Examples of this include Meta’s Automatic Placement Optimization (first rolled out around 2015) and Google Response Search Ads (first rolled out in 2018). Since then, both platforms have only ramped up these efforts as evident in their big push towards Google’s PMax and Meta’s Advantage+ initiatives.

These projects from Google and Meta will only continue to improve overtime and, make no mistake, fully automated campaigns like PMax and Advantage+ are the future of Paid Media.

So how will AI impact marketers next?

Below are the three biggest areas Direct Agents foresees AI impacting future marketing and how we are helping our clients:

1. Generative AI will allow marketers to expand beyond bidding and targeting and open the door for more advanced creative and copy capabilities. At Direct Agents, we are not only integrating Meta and Google’s generative AI solutions, but we are actively testing various new generative AI tools. Our goal is to cut through the noise, give our clients strong recommendations of what tools to use and drive media performance in a world where creative has a significant influence on performance.

2. Predictive analytics will help marketers fill in the measurement gaps left by various privacy initiatives. Through our proprietary Kanopy AI technology, we leverage advanced forecasting, media mix modeling and better reporting insights to drive our clients business objectives.

3. Operational efficiencies will allow brands and agencies to allocate more time to projects that will drive their business and/or client needs forward. At Direct Agents, we’ve embraced AI by operationalizing it in our day-to-day lives. Whether that be scheduling meetings, pacing budgets or finding trends, we make sure our clients know that our employees’ time is spent on projects that have a direct impact on their business.

While the potential of AI is limitless and ambiguous, one thing we can be sure of is that AI will continue to revolutionize different industries, making work more efficient and effective.

At Direct Agents, we continue to embrace AI – for we believe that our teams joining forces with AI can produce better outcomes for our clients.

If you’re interested to learn more about how Direct Agents thinks AI will impact advertising or want to explore working with us, please contact marketing@directagents.com.

Corey Levine, VP of Integrated Media, Direct Agents