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AI

The dynamic landscape of GenAI has been a subject of intrigue, anticipation, and speculation for many. As we stand at the cusp of a technological revolution, it becomes imperative to understand the perceptions, aspirations, and apprehensions surrounding this transformative technology. The MMA Global's comprehensive report, based on extensive surveys with over 100 companies, offers a timely snapshot of the state of GenAI as of July 2023.

Released: 
August, 2023
File Size: 
3.9 MB
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Originally published on Think with Google by Kristen O’Hara, June 2023.

We’re in the middle of a third paradigm shift. The first shift was the arrival of the internet, with its revolution in information and services. The second was the explosion of mobile computing, driven by the adoption of smartphones. And today, advances in artificial intelligence (AI) promise to deliver transformations that are even more profound, for both consumers and businesses.

The Generative AI Revolution is Happening Now.

In today’s rapidly changing digital landscape, brands—and the marketers they employ— are constantly looking for new ways to create better experiences for their customers. In turn, they must out-compete their competitors in a crowded marketplace. For years, AI has been heralded as the next big thing in marketing, but use cases were limited. What’s more, technology thus far hasn’t been able to alter a marketer’s day-to-day workflow in a meaningful or fundamental way.

Released: 
August, 2023
File Size: 
1.5 MB
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Learn how to adopt an intentional strategy and enhance business growth with generative AI. This guide has the main steps to get your business started, such as:

  • Identifying the challenges you want to solve
  • Deciding who needs to be involved
  • Outlining processes
  • Assessing generative AI tools
  • Establishing how you’ll get your workforce started
Released: 
August, 2023
File Size: 
5.4 MB
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Wednesday, October 18, 2023 - 11:00am to 12:00pm EDT

Please join us for an exciting and informative discussion with influential marketing leaders as we discuss what it takes to make data ready for an AI-driven future and how to unlock growth together with media partners and agencies. Data is an indispensable asset, but it takes the right advice to unlock its value and full potential.
Region: 
Speakers: 
Chief Growth Officer
Kellanova
SVP, Addressable Sales
Disney
Moderator: 
Partner, Marketing Practice Leader
EY
Watch the Webinar:

As the world stands on the precipice of what has been called the Fourth Industrial Revolution, it is our privilege at the MMA Global to present this first report in a series, resulting from our benchmark study on the state of AI application in digital transformation. A reflection of collective wisdom from our Chief Digital Officers Insight Collective (CINC), this report traces the contours of the AI landscape as seen by those at the helm of digital transformation, the Chief Digital Officers (CDOs).

Released: 
June, 2023
File Size: 
4.5 MB
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Thursday, June 29, 2023 - 11:00am to 12:00pm EDT

This groundbreaking research shows how applying AI to creative can deliver radical gains in advertising performance. Learn how the MMA’s Consortium for AI Personalization (CAP) guides how AI can be used on creative personalization, using only limited data, to deliver higher conversion than rules-based dynamic creative optimization. We will explore how these learnings can be scaled for real-world use, and how we might also use identity to further augment performance.
Region: 
Speakers: 
Marketing Evolution Founder and
MMA Subject Matter Expert
Integrated Media Strategy Lead
Kroger
Assistant Manager, Addressable Media
GM
CAP Partner:
Watch the Webinar:

Wednesday, September 6, 2023 - 11:00am to 12:00pm EDT

How will gen AI impact marketing processes and drive impact in the next 12 months? Should I be a first mover or fast follower? What are the use cases that marketers prioritize? The first ever benchmarking study about the state of Generative AI in marketing delivers insights about these questions and explores how marketers perceive the current capabilities of the disruptive new technology. We will explore: the rate of adoption, the investment, the key use cases, and the roadmap for the next months.
Region: 
Speakers: 
SVP – Head of Industry Research
MMA
Watch the Webinar: