Preparing Marketing Procurement for AI

By Richard Benyon

In the rapidly evolving landscape of marketing procurement, data analytics and artificial intelligence (AI) are becoming indispensable tools.

The first step to leveraging AI in agency management and marketing procurement is understanding what AI can help accomplish and expedite — and what it cannot. Shrouded in the alphabet soup of artificial intelligence are powerful tools that enable entirely new ways of engaging with data and making the strategic decisions that are necessary for managing agency partnerships.

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Courtesy of The Association of National Advertisers