| | 19 JUNE 2024hyper-targeted campaign, the creative job took an entire village to deliver and created a black hole of countless head-hours lost. AI's impact on creativity is particularly noticeable as its ability to resize, reformat, repurpose, and tag creative across multiple ad platforms instantaneously changed the game. Creative teams were no longer constrained by output and, after a long time, focused on the message and marketing itself.Does the Rise of AI Herald The End of The Traditional Search EngineIt begs the question that in the exponential growth of AI technology, is a consumer's way of searching changing as well? Some of my peers argue that advances such as the AI Pin and Apple vision indicate that traditional search engines will soon become obsolete, replaced by your personal search portal. I tend to digress from this view. While I believe that the integration of Chat GPT (Bing) and Bard (Google) will allow for more tailored and smarter addressable search results for consumers, I argue that it would be the quality of results that will change, not the act of searching. Human beings are communal, so there is a limit on how personalised a search result should be, as we seek validation on the same questions by our peers, to truly accept the answers. In short, yes, advertising with AI must keep up and produce highly addressable one-to-one advertising, but it cannot lose the essence of the traditional mechanisms that preceded it. Privacy and the Third EyeNo doubt, AI benefits marketing. However, the massive elephant in the room that needs to be addressed is the impact of AI on consumer privacy. LLMs and other AI functions rely on ingested information to learn and build upon results. However, some models have taken that liberty too far and crossed over into the realms of data collection beyond what customers would consent to. For AI to become a mainstay in digital advertising, marketers must build ethical privacy constraints on the technology to limit what can ethically be collected about the consumer with fair consent. AI is here to Stay, And Marketers Must Make the Best Ethical Use of ItAny company that shies away from embracing AI-led technologies in advertising will be left behind. As ad exchanges and advertising platforms become transactional in real time for data and inventory exchange, AI is the means to quickly adapt to exponentially swift marketplace interactions and take advantage of them to drive business outcomes. However, it must be done with a built-in privacy lens and clearly programmed to understand the innate intent of the advertising. What changed is that AI has automated the manual processes of digital advertising
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