Spotlight: Uncovering agency use of generative AI [VIDEO]

WFA research reveals that only 3% of brands are fully aware of how their partners, including media and creative agencies, are using generative AI on their behalf. However, only 8% have developed policies to guide their partners’ use of the technology. As a result, certain brands are placing restrictions (and in some cases, total bans) on partners’ use of AI, reflecting mounting concerns around the reputational and legal risks associated with its use.

During this session, Ishan Chatterjee, VP Global Growth at global marketing consultancy group R3 provided his unique insights into how media and creative agencies are using generative AI with practical use cases. R3 also delved into what implications these raise for marketers, and the steps that could be taken to manage risk.