Media Buying Briefing: How the holding companies are taking differing approaches to rolling out gen AI
By Marty Swant
The agency holding companies, or at least some of them, are putting down their chips to bet that generative AI will become a cornerstone of their business moving forward. But will an AI strategy be enough to help them generate a new level of relevance for their clients, in an age where platforms have strived to generate direct relationships with clients, and consultancies have muscled into holdco territory? That remains to be seen.
Some, like WPP last week and Publicis Groupe the week prior, declared their intent through financial investment commitments, while others like Omnicom have laid smaller but more widespread bets across various parts of their businesses. It remains to be seen how IPG and Dentsu will spread their stack, but some clarity should come soon as they announce their 2023 results in the coming days and weeks.
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Source:: Digiday
