It is a fact that more and more marketers and marketing managers are engaging with generative AI. Media effectiveness is enhanced by generative AI. AI affects three major media trends — advertising is a field where creative people thrive. AI enhances human creativity through its use. In copywriting, image production and content. Secondly AI causes the rise in generative search. Lastly. AI brings about generative optimisation — simplifies production, targeting and effectiveness.

There is a rise of chatbots using AI to promote brands and elevate customer experience.

Marketers must be cautious about using AI-generated content which may violate the IP rights.

High tech platforms will witness cut-throat competition. There are look-alike applications. Platforms will be protective about their data. Next year, the third party cookies approach will end. In the offerings, there will be uniformity. Brands will have to invest in attention to stand out.

Advertising on connected TV is forecast to experience a spectacular growth.