AI will ‘supercharge’ creativity, says VML exec

Plus: Starbucks, others eliminate CMO role [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis MARCH 26, 2024 Have you seen the AI-generated nonsense images clogging Facebook? Images like “[shrimp Jesus]( are all over the platform, fueled by high engagement in the comments. The issue with AI-generated images on Facebook may not only be the risk of misinformation, but also how annoying the volume of images is for users. Was this email forwarded to you? Sign up [here](. TOP STORY [AI will ‘supercharge’ creativity but exacerbate existing privacy concerns, says VML exec]( Generative AI will “supercharge our creativity,” said VML chief innovation officer Brian Yamada. He believes the tech will improve marketers’ ability to tell stories, but it will also raise new privacy concerns. VML believes marketing may soon be by machines, for machines. In a future where AI agents can not only search products but also make purchases on a user’s behalf, marketers need to consider how they could influence those AI agents. Yamada calls this “M2M” or “machine-to-machine” marketing. An AI agent would search paper towels, for example, and select the optimal one based on what a user asked for in terms of price, size, and other variables. The M2M aspect would be a paper towel brand finding a way to insert itself as the optimal choice. [Keep reading]( NEWS AND VIEWS [Starbucks saying goodbye to global CMO role is part of a larger trend]( Our view: Marketing remains a critical function for most organizations, and just because something is trendy doesn’t mean it always works. Coca-Cola is one company that eliminated its CMO position in 2017—a move that lasted just two years. [Brands can now advertise on Snapchat’s AR filters]( Our view: Snap’s worldwide ad revenues will hit $4.12 billion this year, which is just 0.6% of total digital ad spend, according to our forecast. Snap needs to continue finding ways to monetize if it wants to increase that digital ad share. [Here’s why AI search engines really can’t kill Google]( Our view: While AI search probably won’t kill Google, it does light a fire under the tech giant to create its own AI search capabilities, which we’re already seeing with its Search Generative Experience. ANALYSIS [Hispanic consumers are one of the most digitally active groups in the US]( Hispanic digital media usage rivals or exceeds that of the total population on most media platforms, especially Instagram and WhatsApp. Their strong online presence and enthusiasm for sharing product recommendations with friends make them both a target and an ally for advertisers. [Hispanic consumers are one of the most digitally active groups in the US]( [Keep reading]( THINGS TO KNOW 🔍 [Instagram updates hashtag search to simplify account and post discovery]( 🍔 [McDonald’s partners to create solution for evaluating ads for cultural factors]( 🏀 [March Madness has best viewing ever through first 5 days, averaging 9M]( 🎭 [Deepfakes are spreading, putting creator and brand safety at risk]( 🤖 [WhatsApp is testing an all-knowing AI chatbot that will live in your search bar]( PODCAST [Behind the Numbers: The Daily]( A new TikTok ban, part 2—What a TikTok-less America looks like, who might buy them, and marketers considerations. Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by Nielsen. [Listen in]( THE BIG QUESTION Growth spurt: Which of the following companies is growing its worldwide digital ad revenues the fastest? A) Mercado Libre B) ByteDance C) Amazon D) Tencent [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]( ©2024 EMARKETER, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](