[{"data":1,"prerenderedAt":209},["ShallowReactive",2],{"insight-featured-in-emarketer-andrew-richardson-on-genai-in-advertising":3},{"page":4,"related":151,"index":207},{"id":5,"published":6,"lastPublished":7,"title":8,"slug":9,"thumbnail":10,"date":11,"author":10,"categories":12,"contributors":17,"content":21,"thumbnailStyle":139,"schemaTypes":150,"schemaCustom":38,"faqs":10,"seo":10},"TB9Mox_3SRKNV6cm8rxHnA","2025-03-05T00:22:49+00:00","2025-03-17T16:18:38+00:00","EMARKETER: Andrew Richardson on GenAI in Advertising","featured-in-emarketer-andrew-richardson-on-genai-in-advertising",null,"2024-03-14",[13],{"id":14,"slug":15,"title":16},"agDKqj5wSo2wTaPYBuhzSQ","in-the-news","In The News",[18],{"id":19,"custom":20,"existing":10},"FZgeYlVvSNOgyNmbgBeYwg","Andrew Richardson",{"value":22,"blocks":138},{"schema":23,"document":24},"dast",{"type":25,"children":26},"root",[27,35,39,43,47,54,61,102,105,109,128,131],{"type":28,"children":29},"paragraph",[30],{"type":31,"marks":32,"value":34},"span",[33],"emphasis","*The following is a summary of a report published by EMARKETER on March 14th, 2024.",{"type":28,"children":36},[37],{"type":31,"value":38},"",{"type":28,"children":40},[41],{"type":31,"value":42},"SEATTLE, WA - In the busy world of advertising, it's clear that generative AI (GenAI) has a lot of potential. Even though it's growing in popularity, hurdles persist in its widespread adoption. Andrew Richardson, VP of Analytics & Measurement at New Engen, shared insights with eMarketer alongside other industry leaders, shedding light on the implications and potential of GenAI in advertising.",{"type":28,"children":44},[45],{"type":31,"value":46},"Here's a concise breakdown of the latest insights and trends shaping the intersection of GenAI and advertising:",{"type":28,"children":48},[49,51],{"type":31,"value":50},"\n",{"type":31,"marks":52,"value":53},[33],"Key Stat: The number of marketers worldwide using GenAI for data analysis (39%) is more than twice the number using it for image generation (16%), per Mediaocean.",{"type":28,"children":55},[56,57],{"type":31,"value":50},{"type":31,"marks":58,"value":60},[59],"strong","Key Takeaways for Marketers:",{"type":62,"style":63,"children":64},"list","bulleted",[65,75,84,93],{"type":66,"children":67},"listItem",[68],{"type":28,"children":69},[70,73],{"type":31,"marks":71,"value":72},[59],"GenAI's Current Landscape: ",{"type":31,"value":74},"Despite its promising potential, the widespread use of GenAI in advertising remains limited, with data analysis emerging as a primary use case.",{"type":66,"children":76},[77],{"type":28,"children":78},[79,82],{"type":31,"marks":80,"value":81},[59],"Adoption and Investment Trends:",{"type":31,"value":83}," Advertisers are ramping up investments in GenAI, expecting it to play a significant role in various dimensions of advertising within the next few years.",{"type":66,"children":85},[86],{"type":28,"children":87},[88,91],{"type":31,"marks":89,"value":90},[59],"Challenges and Opportunities: ",{"type":31,"value":92},"While GenAI offers efficiency gains and creative augmentation, challenges related to consumer trust, copyright concerns, and sustainability need to be addressed.",{"type":66,"children":94},[95],{"type":28,"children":96},[97,100],{"type":31,"marks":98,"value":99},[59],"Future Outlook:",{"type":31,"value":101}," To maximize the benefits of GenAI, marketers must focus on ongoing training, develop comprehensive roadmaps, and customize LLM (large language models) training.",{"type":28,"children":103},[104],{"type":31,"value":38},{"type":28,"children":106},[107],{"type":31,"value":108},"As advertising keeps changing, marketers need to stay updated and adjust their strategies to make the most of GenAI's transformative potential.",{"type":28,"children":110},[111,113,126],{"type":31,"value":112},"Access the ",{"url":114,"meta":115,"type":122,"children":123},"https://www.emarketer.com/content/genai-in-advertising",[116,119],{"id":117,"value":118},"rel","noreferrer noopener",{"id":120,"value":121},"target","_blank","link",[124],{"type":31,"value":125},"full report",{"type":31,"value":127}," to learn more.",{"type":28,"children":129},[130],{"type":31,"value":38},{"type":28,"children":132},[133,136],{"type":31,"marks":134,"value":135},[59],"About EMARKETER",{"type":31,"value":137},"\nInsider Intelligence is now eMarketer, the go-to forecasts, data, and insights provider for marketing, advertising, and commerce professionals. Providing a comprehensive suite of resources, including forecasts and insights, to help revenue-driving teams anticipate changes across marketing, advertising, and commerce landscapes.",[],{"id":140,"type":141,"image":142,"photo":144,"logo":146,"bg":148},"R-c3O1yRQLCiyiGcOKh-sg","thumbnail_media_mention_block",{"thumbnail":143},"https://www.datocms-assets.com/151374/1741898997-emarketer-genai-report-preview.png?auto=format&fit=max&h=600&q=85&w=700",{"url":145},"https://www.datocms-assets.com/151374/1741133674-andrew-richardson.png",{"url":147},"https://www.datocms-assets.com/151374/1741892214-emarketer-logo-edited.png",{"hex":149},"#CCE0D9",[],[152,166,179],{"slug":153,"title":154,"date":155,"categories":156,"thumbnail":10,"thumbnailStyle":161},"google-analytics-4-heres-what-metrics-are-changing","Google Analytics 4: Here's What Metrics Are Changing","2022-10-28",[157],{"id":158,"slug":159,"title":160},"dejocGuSQ1is-VTx8SAXBQ","platform","Platform",{"id":162,"type":163,"title":154,"date":10,"logo":10,"bg":164,"color":10},"CZkFpSXUQoirsblHAIKI_g","thumbnail_event_block",{"hex":165},"#CCE561",{"slug":167,"title":168,"date":169,"categories":170,"thumbnail":10,"thumbnailStyle":175},"election-trends-to-watch-in-q3-and-what-brands-can-do-about-them","Election Trends to Watch in Q3, and What Brands Can Do About Them","2024-08-01",[171],{"id":172,"slug":173,"title":174},"DdmYL6JDTCeZK6CkPSX1eg","measurement","Measurement",{"id":176,"type":163,"title":168,"date":10,"logo":10,"bg":177,"color":10},"AE9ba01ERdW3zhT5EfJvwQ",{"hex":178},"#FAF2E8",{"slug":180,"title":181,"date":10,"categories":182,"thumbnail":184,"thumbnailStyle":199},"emarketer-ashley-hill-on-the-future-of-affiliate-marketing","EMARKETER: Ashley Hill on the Future of Affiliate Marketing",[183],{"id":14,"slug":15,"title":16},{"alt":10,"title":10,"focalPoint":185,"width":187,"height":188,"thumbnail":189,"small":190,"medium":191,"responsiveImage":192},{"x":186,"y":186},0.5,1680,858,"https://www.datocms-assets.com/151374/1759327187-emarketer_ashley-hill_thumbnail.png?auto=format&fit=max&h=600&q=85&w=600","https://www.datocms-assets.com/151374/1759327187-emarketer_ashley-hill_thumbnail.png?auto=format&fit=max&h=1000&q=85&w=1000","https://www.datocms-assets.com/151374/1759327187-emarketer_ashley-hill_thumbnail.png?auto=format&fit=max&h=1500&q=85&w=1500",{"srcSet":193,"webpSrcSet":38,"sizes":194,"src":195,"width":187,"height":188,"aspectRatio":196,"alt":10,"title":10,"base64":197,"bgColor":198},"https://www.datocms-assets.com/151374/1759327187-emarketer_ashley-hill_thumbnail.png?auto=format&dpr=0.25&fit=max&h=2440&q=85&w=2440 420w,https://www.datocms-assets.com/151374/1759327187-emarketer_ashley-hill_thumbnail.png?auto=format&dpr=0.5&fit=max&h=2440&q=85&w=2440 840w,https://www.datocms-assets.com/151374/1759327187-emarketer_ashley-hill_thumbnail.png?auto=format&dpr=0.75&fit=max&h=2440&q=85&w=2440 1260w,https://www.datocms-assets.com/151374/1759327187-emarketer_ashley-hill_thumbnail.png?auto=format&fit=max&h=2440&q=85&w=2440 1680w","(max-width: 1680px) 100vw, 1680px","https://www.datocms-assets.com/151374/1759327187-emarketer_ashley-hill_thumbnail.png?auto=format&fit=max&h=2440&q=85&w=2440",1.9580419580419581,"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgWFQoWDhQODQ0NDhENDg0OFx8ZGBYVFhUaHysjGh0oHRUiJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLDg0OHBAMHC8cIhwvLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAA0AGAMBIgACEQEDEQH/xAAYAAACAwAAAAAAAAAAAAAAAAAEBQABBv/EAB4QAAIBBAMBAAAAAAAAAAAAAAECAAMEEUEUIjET/8QAFwEAAwEAAAAAAAAAAAAAAAAAAgMEAf/EABcRAQEBAQAAAAAAAAAAAAAAABEAAgH/2gAMAwEAAhEDEQA/AMb8kZwMxxw04XuojPWqMRnXuHSzGDqLpdrA1LcISRKg9S4cp7JNi4l//9k=","#3e8358",{"id":200,"type":141,"image":201,"photo":203,"logo":205,"bg":206},"XcLvGKhpTumstj0bTDsYvA",{"thumbnail":202},"https://www.datocms-assets.com/151374/1759327187-emarketer_ashley-hill_thumbnail.png?auto=format&fit=max&h=600&q=85&w=700",{"url":204},"https://www.datocms-assets.com/151374/1741711427-ashley-hill.png",{"url":147},{"hex":178},{"relatedText":208},"\u003Cdiv>\n\u003Cdiv>\u003Cspan> Want to learn more? \u003Ca href=\"https://hellonewengen.com/contact\">Get in touch\u003C/a> \u003C/span>\u003Ca href=\"mailto:info@newengen.com\" target=\"_blank\" rel=\"noopener\">\u003Cspan>\u003C/span>\u003C/a>\u003Cspan> or connect with us on \u003C/span>\u003Ca href=\"https://www.linkedin.com/company/newengen\" target=\"_blank\" rel=\"noopener\">\u003Cspan>LinkedIn\u003C/span>\u003C/a>\u003Cspan>.\u003C/span>\u003C/div>\n\u003C/div>",1780339434031]