Advertising agencies and their clients in the age of generative artificial intelligence - the case of M & C saatchi

Abstract

This research investigates the impact of artificial intelligence on the business models of advertising agencies by spotlighting the innovative campaigns from M&C Saatchi and Blitzworks. The project dives into the potential of GenAI, underscoring its capacity to refine marketing through personalization and streamlined operations. While recognizing the up-and coming state of AI applications, the research discusses continuous technological and ethical progression. The findings suggest that AI will prove its position as a competent sparring partner to humans in advertising, recommending that agencies adopt AI to enhance their daily doing.