AI Briefing: Media Buying Summit highlights judicious adoption of AI ad tools
By Marty Swant
AI is center stage across plenty of marketing-related discussions, but it was only a supporting actor at the fall Digiday Media Buying Summit, which wrapped on Thursday in Palm Springs, Calif.
Onstage and off- at the three-day event, media agency execs discussed the potential of machine learning and generative AI. However, they also confessed to plenty of healthy skepticism.
AI gives answers, but not always the right ones, said Marilois Snowman, founder and CEO of media services agency Mediastruction and SaaS platform FutureSight. Speaking onstage about media mix modeling, Snowman said AI can help extract, transform and load data faster and more efficiently. But she pointed out it’s important to use tools judiciously to make sure the outputs are accurate.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
Source:: Digiday
