* This article is a paid service of Digiday[Japanese version]a media for next-generation leaders responsible for branding.DIGIDAY+This is a reprint from.
Agencies and publishers must be on the lookout for the next big change in new technology. This year, we will be preparing for the changes that AI will bring.
According to a Digiday Research survey of nearly 200 agency and publisher professionals, AI is expected to have a major impact on both the buy and sell sides in the coming years.
More than three-quarters of respondents said AI will have the greatest impact on their business in the next few years, making it the number one emerging technology to watch in both industries. Specifically, 76% of ad agency workers chose AI as the technology that will have the greatest impact on them, and 79% of publisher workers chose the same.
Digiday’s findings make a lot of sense, especially given that OpenAI’s ChatGPT tool continues to gain traction, and AI efforts are a hot topic for both publishers and marketers. ing.
On the buyer side, marketers and agency executives are looking for ways to incorporate ChatGPT into their brainstorming process and break writer’s block. So far, there’s no indication that the technology will replace human copywriters, but more and more marketers are thinking beyond the free version of ChatGPT. We’re thinking about how the subscription version of this tool fits into our creative process.
Media executives are also urging editorial teams to try ChatGPT and familiarize themselves with how it works. Editors are starting to think about how they can use ChatGPT, and how it will impact different parts of their business, such as SEO-driven content and freelancing. However, it doesn’t appear that newsrooms are ready to actually incorporate the technology into their workflows.
ChatGPT has also made inroads into the search space, powering Microsoft’s Bing search engine as well as its Edge browser. It’s easy to see why AI is top of mind for agencies and publishers alike.
Expectations are overwhelming for AI
To clarify this point, Digiday compared the expectations agencies and publishers have for the impact of AI to other emerging technologies. And it turns out that the expected impact of non-AI technologies pales in comparison to those on AI.
For example, 76% of agency workers believe AI will have the greatest impact on their business in the next few years, while the next largest technology, the Metaverse, will have the greatest impact. Only 9% said they would. Also, very interestingly, the 9% figure that the metaverse got is the same as the answer “None of the technologies[named]will have the greatest impact on the business.” 9% of agency professionals chose this answer.
“None of the technologies will have the greatest impact on the business,” was the second choice of publisher respondents, second only to AI, with 15% choosing this answer. Publishers also ranked “blockchain, cryptocurrencies, and NFTs” third, with only 3% saying this would be the emerging technology with the greatest impact.
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(Text: Julia Tabisz, Translation: Kon Tsukamoto, Editing: Ryohei Shimada)
Source: BusinessInsider
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