Dive Insight:
A key takeaway from Mediaocean’s research is that the industry is still grappling with how to best integrate AI into business operations in ways that make sense. The report is based on surveys of nearly 700 marketing and advertising professionals that were fielded in November 2024.
The growth in automation as a critical investment area is tightly woven together with AI, per Mediaocean. At the same time, the application of AI is still very tactical. The most common applications of AI by respondents are data analysis (47%), market research (38%), copywriting (32%) and image generation (22%).
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