Why You Should Start Using AI For Marketing

Yesterday (on December 9) there was a significant merger deal announced. Omnicom - one of the biggest advertising agencies in the world - announced that they will buy top 4 rival Interpublic Group for $13.25 BILLION. The combined firm will become the largest ad agency in the world.

Of interest is the reasoning given for this mega merger. It was driven by the emergence of generative AI - a type of AI that creates new content, such as images, text, music, videos, and code, based on prompts or inputs

Ad agencies have been gradually losing market share to companies like Google and Amazon who now offer powerful competitive tools and platforms to use them on. The rapid enhancement of generative AI capabilities has accelerated that shift.

To compete, traditional ad agencies see only one way to compete" pooling resources. Mergers are happening all across the industry as they scramble to be at the forefront of the AI boom for their clients. Certainly, the industry will go through massive realignment in the next few years.

What does this all mean for small and middle-sized businesses? The lesson you can take from this trend is that generative AI will bring the same massive shift in marketing capabilities that the internet triggered in the 1990s.

Rainmakers will be able to do things they were never able to do before. New tools will emerge to cost-effectively strengthen your marketing channels. It is crucial that every business leader embrace the reality of AI. It is coming whether you like it or not. Be savvy and begin exploring ways to use it to enhance your business and marketing processes.

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