Generative AI Transitions from Potential to Practical Use in Advertising Beet.TV [Video]

CANNES — Just 18 months since its inception, generative AI has rapidly evolved from a topic of excitement and possibility to a tool being actively experimented with and implemented by the advertising community.

“Last year at this time, generative AI was only six months old. And so people were talking about the possibilities, the potential, the excitement,” says Jennifer Kattula, GM & CMO at Microsoft Advertising, in this video interview with Beet.TV. “And this year what we’re hearing is people are actually putting it into use.”

Advertisers are now exploring various use cases to understand how generative AI can benefit marketers, the advertising community, and consumers. Kattula expresses enthusiasm about this transition and the progress.

At Microsoft Advertising, Kattula’s team is leveraging generative AI in three key areas: productivity, insights, and creativity.

“On the productivity side, we’re saving so much time through asynchronous communication, free information flow,” Kattula tells Beet.TV …