Artificial Intelligence and the Advertising Industry - An Expert's Take

Businesses are investing increasing amounts of their money and resources into AI. For example,

- AI investment is forecast to approach $158 billion globally by 2025, more than tripling from the $47bn in 2022, according to Goldman Sachs
- This is a conservative estimate, as there are others that see AI market size worldwide getting to a whopping $2 trillion by 2030 (source: Next Move Strategy Consulting)
- Market interest in AI has increased dramatically, with more than 16% of companies sharing AI on their earning calls (Source: Goldman Sachs, FactSet, GS Data Works)
- AI-related investment could peak at more than 2% of GDP (source: Goldman Sachs)

Now Generative AI (#GenAI) has taken the world by storm, businesses need to accelerate their AI strategies faster than ever just to survive.

What does all this mean for businesses and their digital marketing strategies? Let’s find out.

In this interview I am joined by industry expert Giammarco Rizzo to understand more about the impact of AI on the advertising industry.

Giammarco is a leading business strategist who has worked 10+ years with leading strategy consulting firms (Accenture Strategy, Roland Berger), private equity firms (Permira, Advent), digital studios, start-ups incubators and large businesses in UK, Italy, the US and India.

Over the last 2 years, he has been contracted by Tag, a global creative production house. As a business strategist, he has not only conducted extensive research on AI applied to the advertising industry, but he has also attended conferences (i.e. Adweek London ’22 and ’23, LXA ‘22), heard first-hand from established players (Meta, Amazon Ads, Google) and disruptive start-ups

As an interim M&A Director, he currently vets 5-10 AI start-ups or scale-up companies for potential acquisition, and he sees on a daily basis, interacting with people working in creative production, how AI is impacting their world. So, if there is any expert you would want to answer questions on AI and Advertising then Giammarco is that expert.

Questions Asked and Answered:

1. What are the main applications of AI in advertising?
2. How is generative AI impacting advertising? The composition of roles?
3. Who and how are the big players moving in the advertising market?
4. What’s going to happen ahead over the coming years?

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