Questions To Ask Your Agency About AI

If you’re feeling a little bewildered by the blinding pace of Artificial Intelligence (AI) evolution, you’re in good company. In the ad industry, things are changing fast, and we’re all scrambling to adapt.

According to Statista, the marketing and advertising industry is leading the way on the adoption of generative AI in the workplace followed closely by tech firms. Healthcare and accounting are bringing up the rear. It’s nice to be in an industry that’s out ahead of the crowd, but there’s still plenty of confusion in the halls. I’ve participated in a dozen or so industry forums and workshops on the topic of AI. I’m often greeted by wide-eyed peers filled with anxiety about how to incorporate the machine into their client offerings.

Still, there remain more questions than answers. Here are four good ones to ask your agency partner right now.

1. How do you stay up to date on AI trends in the advertising industry?

Expertise in AI and its application to the advertising industry is quickly becoming an invaluable asset for modern marketers. Advancing AI technologies are revolutionizing traditional marketing strategies—and with big changes come big opportunities. To stay ahead of the game, it’s important that your agency stays up to date on AI trends. Find out how they’re staying on pace.

2. How do you determine which AI solutions are best for a given project?

No two AI solutions are equal in strength and capability; the best solution for one project might not be ideal for another. With so many options available from different vendors across various markets, how does your agency determine which option is right for you? This question goes far beyond algorithms; identifying which AI solution has the potential to drive the right business outcomes requires an understanding of both tech specifications and cultural considerations alike.

3. What AI technology do you use and how does it help your campaigns better reach customers?

AI can provide targeted insights into customer behavior, enabling marketers and executives to reach customers more efficiently — yet there’s still a lot of confusion around how it actually works. There’s a lot of ground to cover here. From enhanced efficiency, personalization, improved relevance, and increased cost efficiency, AI can deliver a ton of value to your ad program.

4. What’s your position on the potential ethical considerations or challenges associated with using AI in advertising?

AI has broadened our options for targeting audiences and increasing conversions, but with greater capabilities come various ethical considerations. As you evaluate how to navigate this new territory in an informed and responsible way, understanding your agency’s position on the ethical use of technology is important. In some industries like healthcare and finance, for example, the matter of ethical use brings with it significant legal consequences.

One thing is certain — AI capabilities will continue to expand and change the way we create and deliver campaigns, making it critical for both agencies and marketers to stay ahead of the curve. Asking your agency partner questions about their capabilities and understanding of AI can ensure that your projects are informed, technically sound, and optimized for maximum effectiveness.

But keep in mind that any strategic decisions about how or when to use AI should be made thoughtfully. Don’t forget what really matters for your brand — giving your customers an experience that’s uniquely tailored to their needs and interests.

MIKE SULLIVAN is president and CEO at LOOMIS, the country’s leading challenger brand advertising agency and a top Dallas advertising agency for digital, social, mobile and user experience. For more about challenger branding, advertising, and marketing, leadership, culture, and other inspirations that will drive your success, visit our blog BARK! The Voice of the Underdog and catch up on all of our posts.

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