AI’s impact on the customer life cycle; Global ad market still growing

Plus: How retail media networks look different in 2023 [Insider Intelligence]( [Emarketer Daily]([Emarketer Daily]( Charts. News. Analysis JUNE 21, 2023 | By Sara Lebow, Arielle Feger, and Becky Schilling As if marketers needed another acronym to remember, here’s another one: CIAM. That’s short for “customer identity and access management,” and with browser cookies and other identifiers on their way out, [you might want to brush up on it](. IYKYK. Was this email forwarded to you? Sign up [here](. TOP STORY [Generative AI is making an impressive impact on the customer life cycleÂ]( Generative AI tools, frequently in combination with other AI or machine learning technology, are now used at every stage of the customer life cycle—awareness, consideration, purchase, retention, and advocacy—to enhance and improve the overall experience. As marketers embrace generative AI, the investment is paying off. Two-thirds (66%) of marketers using generative AI reported a positive ROI, and many reported an increase in cost efficiencies and performance as well as faster creative cycles, per March 2023 data from Botco.ai. Here are three case studies of brands using AI during the buying journey. [Keep reading]( NEWS AND VIEWS [11,000 ad agency jobs will be replaced with AI by 2030]( Our view: While ad agency employment is at a peak, the potential job loss of 33,000 employees looms large as agencies, after a pandemic-induced hiring spree, seek cost reductions and leaner operations amid rising concerns about AI-induced labor disruptions. [Despite challenging economy, global ad market still growing, Magna says]( Our view: The forecast echoes what we have seen—that the explosive growth in retail media is offsetting some of the losses in other channels. [ChatGPT’s impact: Slow down but rush right in, too]( Our view: While the Marketoonist’s take in the link above is meant to get a laugh, there’s a real give-and-take between being cautious with adopting AI while embracing the transformation the tech will bring. ANALYSIS [SPO reshaping ad tech landscape, finally forcing SSPs to adapt or die]( The need for supply path optimization (SPO) arises from concurrent trends—among them cost reduction, sustainability, privacy compliance, and inventory quality assurance. The deprecation of third-party identifiers is also fueling SPO initiatives, and supply-side platforms (SSPs) are particularly at risk of being disintermediated by more intimate first-party data partnerships between publishers and buyers. Momentum has been building behind this trend for years, so why is it coming to a head now? [SPO is reshaping the ad tech landscape, finally forcing SSPs to adapt or die]( [Keep reading]( THINGS TO KNOW 🛒 [It’s official: Prime Day starts on July 11]( 📸 [Nikon fights back against AI images in latest campaign]( 🎬 [Why creators own the future of SEO, content marketing]( 🧘 [YouTube zen mode, now with ads]( 💰 [WPP takes 30% stake in small agency Majority]( PODCAST [Behind the Numbers: Reimagining Retail]( How retail media networks look different in 2023 and predictions on retail media 2.0. Tune in on [Apple Podcasts](, [Spotify](, or wherever you listen to podcasts. [Follow us on Instagram.]( [Listen in]( THE BIG QUESTION Game on: Advertising at which sporting arena has fans speculating, or rather hoping, that Nintendo is releasing a new game? A) T-Mobile Park B) Toyota Center C) Madison Square Garden D) Empower Field at Mile High [Get the answer]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2023 Insider Intelligence, 11 Times Square, New York, NY 10036 [LiveIntent Logo]( [AdChoices Logo](