Nova resničnost oglaševanja: kako se prilagoditi

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.