Although AI and ML have been around for decades, the dawn of generative AI has had a tangible impact for clients and agencies within the brand and marketing landscape, across creative, data-driven decisions, and operational efficiencies.
In a market where competition remains incredibly high, it has become imperative for agencies to use every offering available in their arsenal – including GenAI – to unlock new possibilities for creativity, allow for a new generation of unique content, personalise solutions at scale, and optimise communications based on the evolving socio-cultural and geo-political climate.
Campaign Middle East conversed with Corey duBrowa, Global CEO, Burson about
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