Throughout the week, OMG’s Global Head of Strategic Engagement, Chris Stephenson, will provide key insights and takeaways from each of these themes — highlighting the issues shaking, shaping, and transforming the advertising.

Key Learnings from Day 3: 

Humans have an important role to play in guiding the evolution of AI models. We need to ensure that Generative AI outputs are checked for factual accuracy, subconscious bias is removed from machine learning, and AI is properly regulated to comply with GDPR and other privacy legislation.

AI will evolve the power of personalization, providing a deeper understanding of first-party data and ‘big data’ sets such as search and social. Buzzfeed Inc’s Caroline Fenner told the Advertising Week Europe audience that AI-driven quizzes, games, and content recommendations had driven a 40% rise in attention and dwell time compared with non-AI editorial across her sites.

AI is changing how media works. Brands have gone from buying space to buying audiences to buying outcomes. AI has brought scale to segmentation and simplicity to complex goals. Heritage brands use AI to stay relevant and connect with new audiences. One CMO told delegates: “AI improves performance marketing, but it also requires a flood of human-driven ideas and creativity. We need to manage the tension between science and art.”

AI helps brands to do a common thing uncommonly well. One major FMCG brand detailed how it uses AI across 20,000 creative assets globally each year to assess performance-driven factors such as consistent color saturation, product placements, and the prime time for talent to enter the frame.

Google’s keynote advice for working with AI was three-fold: Achieve clarity around the business problem you want AI to solve; differentiate yourself through better first-party data; test, learn and scale repeatedly to grow your business.