Why Publicis Sapient’s CMO is mandating that teams use generative AI
With interest in artificial intelligence growing at an overwhelming pace, Teresa Barreira, global CMO of digital consultancy Publicis Sapient, figured the best way to integrate generative AI into her organization was to have everyone commit to using it.
While many early applications of generative AI were used across creative and content processes, agencies are increasingly adopting more business use cases and strategic partnerships using ChatGPT and other tools. In the last month, Barreira mandated that teams in her organization get familiar with generative AI and incorporate it into their work — from the generation of short-form video series to media research and optimization.
“I actually believe [in generative AI],” Barreira told Digiday. “It is for us. It is going to be a positive.”
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
