By Marty Swant

With New York City full of chatter about AI during last week’s “Tech Week 2024,” marketers, technologists and legal experts gathered to discuss the high-stakes terrain of AI integration — and how to balance the promise of creativity and efficiency paired with plenty of pressing challenges.

At one half-day event hosted by organization AI Trailblazers, marketers from major brands took the stage to talk about their own AI strategies. And while AI’s long-term impact on advertising is still unclear, some are increasingly bullish on potential change. 

At Mondelez, maturation of AI could impact between 10% and 20% of non-working media spend — adding up to between $30 million and $40 million — according to Jonathan Halvorson, global svp of consumer experiences at the confectionary giant. The money saved will be reinvested to build proprietary infrastructure, train AI models and keep data current, said Halvorson, who added the company has invested $100 million in AI.

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Source:: Digiday

Author: Aaron