Publicação
Advertising agencies and their clients in the age of generative artificial intelligence - the case of M & C saatchi
| Resumo: | This research investigates the impact of artificial intelligence on the business models of advertising agencies by spotlighting the innovative campaigns from M&C Saatchi and Blitzworks. The project dives into the potential of GenAI, underscoring its capacity to refine marketing through personalization and streamlined operations. While recognizing the up-and coming state of AI applications, the research discusses continuous technological and ethical progression. The findings suggest that AI will prove its position as a competent sparring partner to humans in advertising, recommending that agencies adopt AI to enhance their daily doing. |
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| Autores principais: | Schmidle, Thomas |
| Assunto: | Ai Generative ai Advertising Agency Communication Business model Innovation Disruption |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This research investigates the impact of artificial intelligence on the business models of advertising agencies by spotlighting the innovative campaigns from M&C Saatchi and Blitzworks. The project dives into the potential of GenAI, underscoring its capacity to refine marketing through personalization and streamlined operations. While recognizing the up-and coming state of AI applications, the research discusses continuous technological and ethical progression. The findings suggest that AI will prove its position as a competent sparring partner to humans in advertising, recommending that agencies adopt AI to enhance their daily doing. |
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