Reams of unstructured data
Brands are realizing the messy nature of their data stores hinders their capacity to fully use gen AI to optimize campaigns.
Brand partners of Digitas have been exploring how to use their data sets with gen AI. Their objectives included gathering campaign insights, making predictions for future campaigns and ultimately, improving conversion rates.
However, “when you get down to execution, you find that much of the data in the repository lacks context and is amorphous,” said Buhler. “We’re finding that to make sense of all the unstructured data, we have to handhold the generative AI so extensively that it’s not worth it.”
Benchmarking clients
Ogilvy Consulting is gathering evidence from clients to better understand their knowledge gaps.
Over the next few weeks, the agency plans to survey all its brand partners to assess where they stand on the AI maturity curve, determine their levels of ambition and understand their budget constraints.
“We found that what clients want the most from us is to share what other clients are doing,” said Carla Hendra, chief executive, Ogilvy Consulting. “If we can set some baseline and learn where various brands are today—and measure that on a regular basis—we will be able to extract insights to drive strategy.”
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