ORLANDO, Fl — Can artificial intelligence help sell diapers and toothpaste?
In 2024, AI’s application in ad agencies seemed to move from theory to practice.
In this video interview with Beet.TV, household-goods brand umbrella group Procter & Gamble’s Chief Brand Officer Marc Pritchard said the company is seeing real productivity boosts from AI in ads.
P&G has been using AI and machine learning for many years in areas like programmatic media buying.
The company also has an in-house tool called AI Studios, which uses decades of advertising testing data to predict the effectiveness of new ads.
“It’s remarkable because it allows us now to test ads in hours for thousands versus what used to be weeks and 30,000 to test one ad,” Pritchard said. “We can iterate far more quickly as a result of using that.”
But Pritchard is a big exponent of the human craft of branding.
He was speaking at the ANA’s Masters of Marketing conference, where he delivered a presentation arguing that consumers’ mundane, …