Agents of change: Digitas exec on where AI is going

Plus: TV gets vertical video ads [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis APRIL 11, 2024 Oreo’s new campaign compares a well-known icon to the black and white cookie. Which Oreo-lookalike icon does it use? A) Camera lens icon B) Record button C) Website menu icon D) Crosswalk [Get the answer]( Was this email forwarded to you? Sign up [here](. TOP STORY [Digitas SVP breaks down how AI agents will result in a change in marketing audience]( AI agents are coming—“It’s not years. It’s months,” said Adam Buhler, senior vice president of creative technology at Digitas. Agentics, or AI agents, refers to AI that goes beyond researching a topic, by performing a task for a user without any additional prompting. As AI becomes capable of making purchases for consumers, marketers will need to understand how to appeal not just to people, but to AI itself. “Anybody who is not paying attention to agentics is going to be washed over,” said Buhler. [Keep reading]( NEWS AND VIEWS [TelevisaUnivision will let brands repurpose vertical video ads for TVs]( Our view: Repurposing social video ads for TVs allows advertisers to reach audiences across platforms without additional production costs, but TelevisaUnivision will have to prove that vertical video can live alongside “traditional” video. [Amazon CEO touts AI revolution while committing to cost cuts]( Our view: Amazon’s AI plans haven’t been clear, but with Jassy joining the chorus of tech leaders emphasizing the importance of generative AI, we’ll be watching to see what the company’s next moves are. [Roblox partners with PubMatic to increase video ad sales]( Our view: [In-game ads]( are increasingly important as advertisers look to meet Gen Z where they spend their time. US nonmobile gaming revenues will reach $820 million this year, per our March 2024 forecast. ANALYSIS [Ulta Beauty leans into retail media and AI, embraces Gen Alpha’s beauty obsession, CMO says]( Ulta Beauty is using in-store vending machines to bring more joy to the shopping experience, and AI enables it to analyze more customer data for personalization. The retailer is also training its store associates to engage younger beauty consumers. Here are three insights from our conversation with Michelle Crossan-Matos, CMO of Ulta Beauty. [Keep reading]( THINGS TO KNOW 💅 [Sorry, Wall Street: Fangirls run the economy]( 🎧 [Spotify to let users play DJ, competing with remixes on TikTok]( 💼 [B2B audience targeting: Meta Ads as an alternative to LinkedIn]( 🤖 [How one marketing team made AI part of its daily work]( PODCAST [Behind the Numbers: The Daily]( How marketers are using GenAI, where we pay most attention to social media ads, and Chase's retail media network. 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]( 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](