IPA Bellwether: ‘Much of today’s AI investment is being wasted’

Excerpt shared from Performance Marketing World's 'IPA Bellwether: ‘Much of today’s AI investment is being wasted’’:

In the face of ongoing macroeconomic uncertainty and budget tension, marketers are relatively aligned on AI’s potential to solve modern marketing problems, the real challenge is implementing the technology effectively.

The latest IPA Bellwether report painted a pessimistic picture for the future of adland, with the usual boost from the Golden Quarter marred by 0.0% growth in UK adspend. Cost pressures, muted economic activity, budget constraints and another Autumn

Budget all contributed to the spending slowdown. However, despite the troubling figures, the future is not without opportunity –

headlined by technological innovation, specifically AI.

‘AI is not a stand alone solution’

James Macdonald, co-Founder and Chief Revenue Officer, Limelight:

“AI expectedly continues to dominate industry developments and news headlines as companies continue to examine its ongoing iterations and impact. Its most important application should not be overlooked – AI is not a standalone solution, but a driver of efficiency that supports and enhances human-directed goals and agendas. When used correctly, it enables scale, performance and better outcomes

– but it remains most effective when guided by human strategy, judgment and intent, rather than operating in isolation.”

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