How agencies address AI in pitches

Plus: YouTube TV to beat Comcast, Spectrum [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis APRIL 3, 2024 Billie Eilish, Katy Perry, and around 200 other artists don’t want AI copying their voices. That’s according to an [open letter]( from the artists asking AI developers not to “infringe upon and devalue the rights of human artists.” With the Screen Actors Guild voicing similar concerns last year, generative AI is still a ways off from its EGOT. Was this email forwarded to you? Sign up [here](. TOP STORY [How advertising agencies discuss AI in pitch conversations]( Agencies need to walk the line between highlighting their AI innovations and emphasizing their human creative work. Some agencies like VML are showing up to pitch meetings armed with an AI toolbox. Others, like Mischief USA, are letting AI take a backseat as they show off unique outputs. For big agencies, AI is becoming table stakes for new and existing clients, said JJ Schmuckler, chief growth officer at VML. Clients aren’t sure how to engage with AI, but they’re interested in using the tech. Even clients from highly regulated industries like healthcare are trying to be proactive on how they can leverage AI. Still, it’s not an “overtly said expectation,” Schmuckler said. [Keep reading]( NEWS AND VIEWS [Generative AI’s actual use isn’t meeting its perceived marketing potential—yet]( Our view: Nearly one-fourth (24.0%) of people in the US will use generative AI at work in 2025, per our June 2023 forecast. That’s up from 13.3% in 2023. As more people adopt the tech, it could fulfill its early potential. [Microsoft launches Maximize Conversion Value bid strategy]( Our view: Enhanced bid strategies will help Microsoft hit the $10.77 billion in US ad revenues we forecast for 2024, a growth of 10.1% YoY. [YouTube TV estimated to have more subscribers than Comcast and Spectrum by 2026]( Our view: We project YouTube TV will have 21.5 million US viewers this year, a growth of 6.3%. By 2026, that figure will reach 24.7 million. ANALYSIS [Social media and streaming apps drive rapid growth in video ads]( In 2024, in-app video ads will capture over 30% of total US mobile advertising spend for the first time. Driven by placements in social media, YouTube, and OTT apps, in-app video ad spending will increase 20.4% YoY in 2024 to reach $61.11 billion. It will account for over half (58%) of the $105.93 billion in US video ad revenues and nearly 90% of mobile video ad revenues. [Social media and streaming apps drive rapid growth in video ads]( [Keep reading]( THINGS TO KNOW 🏷️ [What we know about Amazon’s Big Spring Sale results]( 🔗 [ChatGPT makes links more prominent]( 📺 [US adults are spending more time with digital video and less time with traditional TV]( 🤝 [TV industry group backs Comscore, VideoAmp in audience-measurement skirmish]( PODCAST [Behind the Numbers: Reimagining Retail]( Where in-store retail media is headed and activations that are moving the needle. Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts. [Follow us on Instagram.]( “Behind the Numbers” is made possible by Walmart Connect. [Listen in]( THE BIG QUESTION Robotalk: True or false? Less than half of consumers can detect AI-generated copy. [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](