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The future of media buying
with Generative AI
Rhys Cater
Chief Solutions O���cer, Data & Tech
Precis
MEDIA DATA & ANALYTICS CREATIVE
People
+500
Managed media spend
€650m
Offices
SOLUTIONS
FACTS
CLIENTS
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
AI is going to change
everything
What we see when we open LinkedIn

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Rhys Cater, Precis, The future of media buying with Generative AI.pdf
Generic use of AI will yield
generic results. A strategic
approach tied to business
outcomes is key ➔
CONNECT
Strategic integration of AI 💡
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By integrating AI into our workflows with
Folq, Precis was able to:
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the connection between the brand and
audience
➔ Experiment with Folq’s creative profile
➔ Enable more ad formats and
variations that benefit the algorithms
➔ Move fast at a low production cost
Scaling strategy, fast 🏎
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  • 1. The future of media buying with Generative AI Rhys Cater Chief Solutions Officer, Data & Tech Precis
  • 2. MEDIA DATA & ANALYTICS CREATIVE People +500 Managed media spend €650m Offices SOLUTIONS FACTS CLIENTS
  • 4. AI is going to change everything What we see when we open LinkedIn
  • 5. AI is just more technology How we think about AI
  • 6. It’s not the tech, it’s what you do with it that counts How we find value
  • 7. Find the low hanging fruit of workflows that can be faster and more efficient with GenAI ➔ TABLE STAKES
  • 8. More time on strategy, less time on content generation 📝 Generative AI • Use Cases • Table Stakes Generative AI is excellent at producing content quickly. One Precis SEO case showed a 50% increase in efficiency by adopting new techniques. Keep in mind: ➔ More content is not always better content ➔ Be strategic with content generation — keep it connected to business goals ➔ Human oversight is key
  • 10. Generic use of AI will yield generic results. A strategic approach tied to business outcomes is key ➔ CONNECT
  • 11. Strategic integration of AI 💡 Generative AI • Use Cases • Creative By integrating AI into our workflows with Folq, Precis was able to: ➔ Spend time on strategic thinking and the connection between the brand and audience ➔ Experiment with Folq’s creative profile ➔ Enable more ad formats and variations that benefit the algorithms ➔ Move fast at a low production cost
  • 12. Scaling strategy, fast 🏎 Generative AI • Use Cases • Creative
  • 13. Make it easy to activate AI on your own (clean, privacy-safe, well-structured) data ➔ ACTIVATE
  • 14. Integrating Generative AI into Marketing Technology 🤖 At Precis, we integrate GenAI into our tech platform (Alvie): ➔ Interactive data exploration — talk to your data ➔ Get help and best practices quickly and contextually ➔ Get recommendations as if working with an expert Generative AI • Use Cases • Marketing Technology
  • 16. Motivate your organisation around AI and foster a culture of experimentation and innovation ➔ ORGANISATION
  • 17. Generative AI is going to take my job 😓 Generative AI • Organisation • Job security A common concern across all industries is that Generative AI will replace jobs. The fears aren’t unfounded, as many companies conduct layoffs and automate more tasks. 1 Skills transformation GenAI is an incredible opportunity to unlock new skills within your organisation. Tasks like writing simple scripts are suddenly accessible to many. 2 Highest value tasks Demonstrate how automating simpler, process-driven tasks can enable people to learn and grow within their careers by unlocking more time for learning and development.
  • 18. ChatGPT hallucinates and creates bad quality outputs 🫠 Generative AI • Organisation • Quality Concerns are rising about inaccuracies and hallucinations in Generative AI outputs. Should this stop you from jumping in and adopting new technology in your processes and strategies? 1 Humans + AI GenAI isn’t ready to be used in an uncontrolled way — human supervision is always required. Build a culture of AI-enabled work. 2 Quality process Incorrect or bad quality outputs due to unsupervised AI can have a negative effect on trust. Implement solid QA processes for all AI powered outputs.
  • 19. What about copyright laws on generated content? 󰥟 Generative AI • Organisation • Legal worries Legal uncertainties can hold organisations back from adopting AI tools. This could be due to concerns about sharing confidential data with platforms like AI, or copyright issues with generated content where the original sources are unclear. 1 Grey areas Technology has always moved faster than legislation, so expect many grey areas as Generative AI develops. Creating your own code of ethics can be helpful to find a way forwards. 2 Organisational alignment Align your legal, finance, sales/marketing, and product teams towards a common understanding of what your organisation views as acceptable.
  • 20. I hate change 🐌 Generative AI • Organisation • Change That old chestnut. Some people just hate change, and most people are at least a little resistance to it and take time to adapt. Creating excitement about AI as an opportunity, rather than a threat, is key. 1 Create a vision Show people what kind of organisation you want to build, and the role of new technology such as AI. Be transparent and make it motivating! 2 Involve everyone Talk to your organisation, engage everybody in the process, take feedback and act upon it. Ideas and creativity are key to a successful AI strategy, and many people will have contributions to bring to the table.
  • 21. What next? Generative AI • What next? Connect AI to strategy Set the foundations Create a culture of experimentation The technology is nothing without solid data foundations, processes, and organisational structures. Use the opportunity to audit your 1P data. Technology is advancing every day. A static strategy is sure to fail. Set a vision, and ensure that you adapt as technology develops. Think about why you want to deploy AI within your organisation and how it connects to your objectives. Think opportunities, not just efficiencies.