Generative AI Market Research for a Major Advertising Agency

We supported a major advertising agency's generative AI market research, staying engaged end-to-end from mapping the market structure and inventorying use cases through to formulating market entry initiatives.

CHALLENGEChallenge

The client could not fully grasp the overall impact that the spread of generative AI would have on its marketing business. Given the rapid pace of technological change, it lacked sufficient internal grounds for judging which areas to prioritize for entry and which to defer. It also lacked the structural understanding needed as a foundation for discussions on new service development and company-wide AI strategy.

APPROACHApproach

We took a structured research approach to the rapidly changing generative AI x marketing market. After surveying the market as a whole, we organized use cases and narrowed down realistic entry opportunities for the client. We supported the process end-to-end, from research through insight extraction to initiative planning, shaping the output into a form that could withstand scrutiny at management meetings.

IMPACTImpact

Priority focus areas were identified, leading to the development of an initial roadmap for new service development. The research findings are also being used as a foundation for company-wide discussions on AI strategy.

RELATED SERVICESDigital: Strategy & Planning

← BACK TO CONSULTING

CONTACT

GET IN TOUCH→