Welcoming Richard Vaughan into the Partnership, EMEA
London, UK, January 1, 2024 – We are delighted to announce that we are welcoming Richard Vaughan into the EMEA Partnership.
During his 10 year tenure, Richard has been a central driving force in growing the business into the pre-eminent practice it is today serving Founders, Private Equity Investors and Corporate Institutions across the global Media, Marketing, Information and Technology industries.
Richard has over 20 years of experience spanning both advisory roles and operational positions in our sectors having previously worked at ABN Amro, Citigroup, corporate finance firm Kinmont as well as Chorion and children’s IP owner Silvergate.
Commenting on his new role, Richard said, “I am extremely excited to have been appointed as a Partner in the London office and to be part of the senior management team propelling JEGI CLARITY to the next level. Over the last decade we have earned a reputation as one of the key M&A advisors in our sectors, providing invaluable advice to investors and businesses seeking investment opportunities. Working with my colleagues, we will continue to nurture our industry relationships and offer our clients sound investment advice and transactional expertise within their sectors.
I look forward to further growing these relationships with founders, private equity, and corporate clients and to supporting them with their transactions in the forthcoming years.”
AI-volution | The unfolding story Software Development
Authors: Jonathan Davis(Partner, EMEA), Kevin Moore (Managing Director, US), Daniel Hart (Vice President, EMEA)
In the ever-evolving landscape of technology, Artificial Intelligence (AI) has emerged as a transformative force, revolutionizing various industries. One of the most notable areas where AI is making a significant impact is software development. With the potential to enhance efficiency, elevate quality and drive innovation, AI is reshaping the way software is conceived, created, and deployed.
Key industry players are recognizing the immense potential of AI and are investing heavily to harness its capabilities.
Investment in AI by Industry Giants
The race to harness AI’s potential in software development is on and industry giants are leading the way. Accenture, a global consulting and professional services company, has unveiled plans to double its workforce of data and AI experts from 40,000 to 80,000. This expansion is backed by a $3 billion investment into its AI capabilities.
Infosys, a multinational corporation that provides IT services and consulting, has introduced Infosys Topaz, an AI-first suite of services, solutions, and platforms. By leveraging generative AI technologies, Topaz aims to transform the landscape of software development. Not to be left behind, Wipro has made a substantial $1 billion investment in digital transformation. Launching an AI-first innovation ecosystem, Wipro has set its sights on training 250,000 employees in AI.
These investments underscore the industry’s recognition of AI’s potential and the commitment to staying at the forefront of technological advancement.
The gradual platformization of AI is very interesting to me. The efforts by Google, Amazon, Salesforce — they’re bringing AI down to a level of not needing to be an expert to use it. … I think the day that any good software engineer can program AI will be the day it really proliferates.”
Kai-Fu Lee, Sinovation Ventures
Key themes that are reshaping the industry
Automating tasks for enhanced productivity – AI is taking over the mundane and repetitive tasks that have long been a part of software development. The process of code generation, testing and deployment can now be automated, allowing developers to focus on more creative and strategic endeavors. Not only does this streamline the development process, but it also translates to reduced costs, improved software quality with fewer bugs and enhanced security. This will result in faster delivery times and more efficient allocation of resources.
Elevating software quality with AI – Buggy software can lead to disastrous outcomes, both in terms of user experience and reputation. AI has the capability to identify and rectify bugs, ensuring a higher quality end product. Moreover, AI can make recommendations for better coding practices, optimizing the software’s performance.
This not only reduces the risk of software failures but also enhances the user experience. The lowered barriers for new developers to enter the market will also benefit small and medium-sized enterprises (SMEs), expanding opportunities for growth and further democratizing the use of AI in software development.
Personalized user experience through AI – Gone are the days of one-size-fits-all software. AI empowers developers to personalize software for individual users. By analyzing vast data sets, including user preferences and behaviors, AI can recommend features, functionalities and even tailor the user interface. This results in an improved user experience and leveled playing field to deliver bespoke software solutions.
Predictive insights for informed development – AI’s predictive capabilities are invaluable for software developers. By analyzing trends and forecasting future developments, developers can incorporate AI assisted predictive logic into code to help make informed decisions and plan ahead. This not only enhances the return on investment but also mitigates the risk of obsolescence. Software projects can adapt and evolve in tandem with technological shifts, ensuring long-term relevance.
Multimodal methods: bridging the gap – The industry is witnessing a shift toward multimodal technologies that enable software development based on visual representations like drawings or wireframe blueprints, rather than solely relying on text and language-based interfaces. This innovation, with an increasing assist from AI tools, opens new doors for less technically skilled teams, fostering greater collaboration between various stages of development. The barriers between various development teams are being dismantled, leading to agile, streamlined processes from inception to the final product.
AI’s Co-Pilot role: enhancing human creativity
Amid the advancements of AI in software development, a central theme remains: AI is not here to replace human developers, but rather to augment their capabilities. Think of AI, like OpenAI’s ChatGPT, Amazon Q or Github CoPilot, as a coding AI assistant. It aids in generating boilerplate code, offering new ideas and automating routine tasks.
It is essential to note that the human touch is indispensable in understanding how to leverage AI’s insights and adapt them creatively to specific projects. As well as monitor for errors and prevent rogue code from being released.
The relationship between AI and human developers ensures that technology serves as a tool for innovation rather than a substitute for human expertise.
A glimpse into the future
As AI continues to evolve and redefine the landscape of software development, we stand at the brink of a new era. With investments pouring in from industry leaders like Accenture, Infosys, and Wipro, as well as every major enterprise software company, the potential for AI to revolutionize software development is unparalleled.
From automating tasks and elevating software quality to personalizing user experiences and enabling predictive insights, AI is ushering in a new wave of efficiency, creativity, and innovation. Developers are not being replaced by machines; rather, they are collaborating with AI to push the boundaries of what is possible. As we move forward, the harmony between human intellect and AI prowess promises to reshape the world of software as we know it.
We look forward to continuing the conversation as the AI-story unfolds. If you have any queries or would like to have an in depth discussion on this topic or the broader market please Contact us. Our next AI article delves into the world of Technology & Consulting Services.
The last year has seen the Events industry bounce back faster than anyone expected. The face-to face (F2F) industry, be it exhibitions, conferences, peer-to-peer or experiential has seen a surge in growth with events participants having a renewed appreciation of the value of F2F engagement in driving sales, networking, learning and collaboration.
While the fundamental allure of in-person interactions remains unchanged, the rise of Artificial Intelligence (AI) is enabling a new era of enhanced experiences, efficient operations, and innovations within the industry.
The reasons that people attend events is unlikely to dramatically change due to AI advancements. AI technology is finding its stride in augmenting these connections, providing scope to deliver more innovative, cost effective, efficient, and tailored experiences.
AI-Powered Trends
Lead generation and qualification
A key part of AI’s potential impact on the events sector lies on its prowess in real-time crunching of huge amounts of data. The ability to aggregate and analyze diverse proprietary data sets (e.g. feedback, registrations, interactions, sales patterns) with third party unstructured data (e.g. social media activity and engagement) will allow rapid qualification, identification and prioritization of leads for exhibitors in advance and on the day to ultimately drive higher levels of engagement and conversion.
Efficiencies through automation
The challenges of event planning – from registration and ticketing to speaker management and content production – are now prime candidates for AI-powered automation. Chatbots are emerging as versatile assistants, addressing attendee inquiries, processing payments, and distributing tickets. This automation will not only accelerate tasks but could free up event staff to focus on value-added endeavors. Eventex, for example, has already incorporated ChatGPT into its event management platform. Behind the scenes, event logistics are becoming more streamlined by AI tools that manage speaker availability, venue capacities and attendee preferences – helping organizers be more efficient.
Innovative and tailored event experiences
AI can also create new, innovative event experiences. While Generative AI based chatbots can drive efficiencies, they can also act as virtual concierges at events, providing attendees with instant and tailored guidance. Social media monitoring becomes a powerful tool to gauge attendee sentiment in real time, which could enable rapid interventions and elevate the overall event atmosphere. Facial recognition technology is being deployed to read attendee emotions, providing a new source of real-time data that paints a vivid picture of overall feeling, albeit at the risk of invading the privacy of attendees. All of these and more can potentially be combined with data based on footfall, visitor flow, content engagement, conference attendance and more. All of this data can then be used to optimize event dynamics on the fly.
Similarly, the advent of virtual and augmented reality offers novel opportunities for hybrid events that engage both on-site and remote participants. Through real-time translation of speeches and transcripts, audiences can be extended worldwide while on the ground, participants can be engaged more actively and creatively.
AI in set design testing becomes an agile playground for organizers, who can experiment with various layouts and ideas in a low-cost, nimble fashion. This innovation will help to precisely curate F2F experiences that cater to attendees’ needs and preferences.
Conclusion
Utilizing cutting-edge data analytics, seamless automation, and new innovations, AI is reshaping the landscape of events, transcending them beyond conventional gatherings. Participants can take part in captivating and tailored experiences, while event organizers have an opportunity to benefit from enhanced efficiencies and the invaluable insights that support an ongoing process of improvement.
Despite the continued integration of AI, the bedrock of success for any event remains rooted in authentic human connections, rendering the industry more robust against AI disruption.
As event organizers continue to amass operational efficiencies and AI technologies enhance the value proposition for attendees, the sector remains an attractive area to explore from an investment perspective.
We look forward to continuing the conversation as the AI-story unfolds. If you have any queries or would like to have an in depth discussion on this topic or the broader market please Contact us. Our next AI article delves into the world of Software Development.
We were delighted to host the latest of our regular Women in Finance events, bringing together senior female stakeholders who work in finance and the M&A landscape. The event gathered a diverse mix of professional women who are integral to the world of M&A, including those from private equity, due diligence providers, law firms and corporate development teams.
The evening provided a valuable platform for influential women to connect beyond their transactional roles, which facilitates a working relationship and cements these connections.
During the dinner, the JEGI CLARITY team presented an M&A market update for Q3 2023 and a view of opportunities and wildcards for 2024. The discussions revolved around how key indices have shown moderate increases since Summer 2022, and how valuations of public companies in our key sectors have seen a slight uptick over the last 12 months. Also, we reflected on the fact that although the market’s sentiment is far more selective and measured than last year, it is very much open for business. We talked about how there is the opportunity for continued technological evolution of legacy assets in many businesses, ongoing growth in digital transformation services, as well as of course, the impact of Generative AI.
Thank you to all of those who attended and made the evening so enjoyable. We know how important it is to continue to develop networks and create opportunities for women in finance and ensure that we attract and promote the industry to those women who are considering it as a career of choice.
If you are interested in attending one of our future events, please don’t hesitate to contact us.
AI-volution | The unfolding story CGI, Animation & VFX
Authors: Jonathan Davis(Partner, EMEA), Daniel Hart (Vice President, EMEA),Adam Gross (Managing Director, US)
The worlds of CGI, Animation and VFX are undergoing transformation, fueled by the proliferation of generative AI content creation tools. This wave of innovation promises to streamline workflows, unleash creativity and elevate audience engagement like never before.
In this article, we delve into the cutting-edge developments in AI, explore the potential challenges of copyright and fair compensation and discuss how innovation is reshaping the industry’s landscape.
The AI Revolution in CGI, Animation and VFX
Generative AI is taking center stage with a host of new tools, such as MidJourney, Runway.ai and WonderStudios. Alongside these, industry giants like NVIDIA are making groundbreaking strides with their Neuralangelo platform, which transforms 2D spaces into lifelike 3D environments. These developments are lowering the barriers of creativity, giving artists the power to swiftly ideate, develop and pitch concepts.
But the greatest impact could arise from automation. Once time-consuming manual tasks, like rotoscoping, are now being automated, cutting down laborious efforts from hours to minutes. Productions like “Everything Everywhere All at Once” are testament to this transformation, with VFX teams that once numbered in the hundreds now reduced to a core squad of 10 engineers.
Put to its best use, AI has the potential to become an essential collaborative creative partner helping to empower the next generation of VFX artists. Not only will it improve productivity, but it will also enable artists to explore new creative opportunities, re-imagine new creative visions and just as importantly preserve mental wellbeing.
David Patton, CEO of Jellyfish Pictures
Copyright Challenges and Fair Compensation
However, the rise of AI is not without its ethical and legal complexities. Generative AI technology often draws upon existing art, designs and content to create new outputs. This raises questions about copyright infringement and fair compensation for original creators. With outdated copyright laws ill-equipped to address these modern issues, the industry is calling out for reform.
In the US, writers staged a strike demanding higher pay and fairer contracts, particularly regarding the use of artificial intelligence in creative processes. Companies remain cautious about leveraging AI for client work, fearing high-profile copyright claims could significantly impact their reputations. This shift will particularly benefit those with vast databases of content, potentially creating a new hierarchy of content ownership.
One solution could be the implementation of smart contracts and non-fungible tokens (NFTs). These technologies have the potential to ensure fair compensation for creators by establishing transparent and immutable ownership records for AI-generated content.
Embracing Innovation
As AI continues to empower the industry, personalization emerges as a new frontier. The technology could, for example, be used to allow anyone to become the main protagonist in their favorite film or show, forging modern connections between audiences and content. Furthermore, leveraging Intellectual Property (IP) across multiple formats, from 2D to AR and VR, has become more feasible and cost-effective. This shift opens doors to interactive experiences, for example taking control of a VR spaceship, letting the audience play a pivotal part in a film.
The Human Touch
Despite the transformative potential of AI, it is crucial to remember that human intervention remains paramount in creating art with a soul. AI tools can revolutionize the production process, but they cannot yet replace the essence of human imagination and emotion. There will likely always be a need for artists and storytellers who breathe life into AI-generated concepts, bringing authenticity and depth to the finished product.
Profit Margins and Production Dynamics
The impact of AI on profit margins is a subject of both hope and concern. While automation could potentially lead to cost savings, questions arise about whether these benefits will be passed onto brands, content owners and studios. Will the increased efficiency of AI-driven workflows result in increased procurement pressure, more productions or simply lead to larger profit margins for production studios?
As AI democratizes certain aspects of the process, lowered barriers to entry may inadvertently lead to increased competition, subsequently impacting the pricing and value of Animation and VFX services.
Key themes related to AI in the market
Conclusion
The CGI, Animation and VFX industries stand at the precipice of an extraordinary era driven by generative AI, where human creativity and technological innovation converge in powerful harmony.
However, the industry must address the challenges of copyright and fair compensation to ensure that creators are duly rewarded for their contributions. With mindful regulation and the integration of human artistry, AI promises to elevate storytelling to new heights, redefine audience engagement and unlock an unprecedented realm of possibilities. As we navigate this new frontier, we look forward to the potential opportunities AI has to offer while valuing the human-led businesses that will take the industry to the next level.
M&A Role
Although fast-moving, AI-technology in Animation and VFX remains relatively nascent, and the sector has yet to witness a slew of AI-driven M&A deals.
Indicators of a game-changing future are apparent with venture capital increasingly flowing into AI enterprises. Notable among these are Move.ai, which is transforming movement in digital settings, Speech Graphics, with their speech-based facial animation software, and MARZ, introducing a ready-to-deploy AI solution for VFX.
These investments herald a promising era of AI-driven creativity and efficiencies in Animation and VFX.
We look forward to continuing the conversation as the AI-story unfolds. If you have any queries or would like to have an in depth discussion on this topic or the broader market please Contact us. Our next AI article delves into the world of Legal and Compliance Technology.
In a year of suppressed deal activity driven by a range of factors, we have maintained a high level of activity having completed 16 deals to date.
We have remained active across the Global Technology and Consulting Services sector and continue to see strong market appetite for leading businesses providing digital transformation, cloud and data capabilities.
Our busiest sub-sector so far this year has been Legal Technology and Services, having advised on four transactions ranging from Enterprise Software to Consulting/Services business models.
While we anticipate the rest of the year will pose challenges for deal-making, we are starting to see the green shoots of positive activity as we enter into 2024 budgeting season.
Please contact us if you want to hear about any of these deals in greater detail.
The JEGI CLARITY team had the privilege of co-producing the annual Outsell Signature Event, which recently took place at the Four Seasons Hotel, in Hampshire, UK.
The conference is a seminal event for senior leaders in the data and information industry. It provides a platform for discussing key trends and their implications for the industry, while providing guests with an opportunity to make valuable connections within the sector. Full agenda and speaker list can be found here.
Key Takeaways
Generative AI for some but not necessarily for all
Throughout the event, there was an acknowledgement that your business model, offering and client base will likely drive what stage you are at in the ‘AI journey’. Some have been using AI for decades, while others are just beginning to explore its potential.
Understanding whether AI will be focused internally in driving efficiencies or speed to market, or focused externally, for example on enhancing product solutions will be a key part of determining the extent to which AI is deployed into your business.
For some businesses, the use of generative AI might be excessive and unnecessary to attain their goals. It’s essential to have a clear understanding of your objectives before determining whether these tools will genuinely contribute to reaching them, and many organizations are grappling with understanding this.
Many leaders in the room cautioned against rapid investment into AI without a framework covering a true understanding of your organization’s data and processes, your clients’ view and use of AI and the AI development approach, including ROI at each stage.
The importance of organizational buy-in
The transition to leveraging AI needs to be led by executive and senior management, but with a measured approach of proof testing, reviewing, evolving, and continually verifying.
Organizational buy-in is viewed as critical even at the testing stage so people and teams across the organization understand what the AI can potentially deliver, and what the aims and benefits are. Without this, it will be very difficult to meaningfully leverage AI.
It was noted that the regulatory framework around AI must catch up with the rapid pace of the technology, inevitability leading to a growing industry of regulations and policies. How the regulatory environment intersects with an individual business, and the organization, will be critical and at the moment, this intersection is unclear.
More than a hype bubble
What was resounding across the two days was the profound impact of AI on the knowledge economy. Attendees were aware that change is coming and fast, and that although there were parameters to establish how the industry integrates AI into it, the opportunities it presents are impossible and dangerous to ignore.
Indeed, the prevailing theme of the event reflected what we are hearing across our industry, and many others: how AI, and specifically the latest wave of generative technologies, can be augmented into businesses. There is a clear recognition, however, that while there are potential benefits, how these can be achieved is a work in progress for many.
Are we ready?
Considerable debate centered on some of the perceived risks as well. IP infringement, plagiarism, erosion of jobs, bias; all areas that need monitoring and care. The importance of clear policies and compliance frameworks both internally and externally underpinned by an understanding of the technology will be crucial for all businesses in the sector and beyond.
The M&A viewpoint
Wilma Jordan, Founder and CEO, North America at JEGI CLARITY presented an insightful overview of the M&A marketplace offering projections for the future in light of economic outlook, high interest rates and pressure on cash and profits.
Describing green shoots appearing from those businesses that have real understanding of the use of data, she also outlined how AI is already driving a wave of investment that will continue to gather pace in the next 12 months.
With 2023 already a record year for investment in generative AI start-ups, with equity funding estimated to have reached $14.1 billion*, there is no doubt that those companies within the AI arena will continue to power this pace.
If you would like to receive a copy of our presentation on the M&A viewpoint, please contact us.
Power of 5: Events Reinvigorated An Industry on the Move
5 Leaders, 5 Questions, 5 Minutes
In our most recent Power of 5 series, JEGI CLARITY Managing Director, Kathleen Thomas and Partner, San Datta asked five questions to five leading executives across the global B2B Information and Events landscape.
This series featured Peter Jones, CEO of Nineteen Group, Lisa Hannant, CEO of Clarion Events, Paul Miller, CEO of Questex, Gareth Bowhill, CEO of CloserStill and Simon Foster, Group CEO of Arc. A big thank you to all the participants for their involvement.
Here we share some of their collective thoughts on the trends and opportunities ahead for the events industry. Please click here if you would like to access the videos.
How have you seen the B2B events market evolve in the last 12-24 months?
The resounding story from the B2B Information and Events sector over the past couple of years has been the successful return of live events.
We’ve seen a ferocious appetite from both exhibitors, sponsors and also delegates to come back to events.
Gareth Bowhill, CEO, CloserStill
Peter Jones of Nineteen Group emphasized the value of live events, suggesting that their true worth became evident only when they were temporarily lost. A sentiment echoed by Gareth Bowhill of CloserStill who stated that their revenues have surged by 15% organically compared to pre-Covid levels. Statistics and attitudes of clients clearly indicate that people wanted live media that they could trust for lead generation opportunities, continued Simon Foster of Arc.
However, as several participants in the Power of 5 identified, the composition of event audiences has undergone significant changes. Lisa Hannant of Clarion observed that there was a trend happening pre-pandemic of people, both in the industry and customers, changing roles, which has accelerated post-pandemic. She noted that industry operators need to adapt as their customer base is predicted to change roles every two-three years, which would continue to drive a shift towards many more first-time attendees to the events.
This change in audience masked a second trend explained by Paul Miller of Questex – the entrance of technology and software into the market. These tools enable data driven strategies that, through smarter customer insights, are resulting in better products and more meaningful relationships.
We see ourselves as a modern media business, bringing communities together 365, 24/7.
Paul Miller, CEO of Questex
Where do you see the key opportunities for your business during the next year?
There was an agreement from all the participants that the future is omnichannel businesses that seamlessly integrate content and live events with strong membership models.
Nineteen Group’s commitment to embracing digital through podcasting and digital events, while retaining a focus on physical events was the main emphasis for the next year according to Peter Jones. Gareth Bowhill of CloserStill outlined their core growth levers being existing events and extensions of these brands, new product launches and engaging in M&A, seeing a landscape that allows them to push forward on all fronts.
We have a comfort in the many different formats that customers want to meet their customers – whether a conference, one to one event, digital or in-between – that allows us to respond in the right way to whatever customer group we are serving.
Lisa Hannant, CEO of Clarion Group
Simon Foster of Arc revealed their future strategy of integrating businesses within their group and leveraging the expertise and knowledge and different elements they have within the business to deliver success to their clients. A commitment to doubling down on the data driven strategy aimed at providing superior products, that had been shaped from intelligence generated through interaction with content on their websites, was stated as a key opportunity for Paul Miller of Questex.
From an M&A perspective what is your criteria and where are you focusing?
Criteria for possible mergers and acquisitions included shared interests with existing organizations – mutual markets, complementary geographies, client synergies – or adjacent industries, companies with talent sets that can help build greater businesses and those with matching cultures and ethos.
Lisa Hannant of Clarion mentioned that they have a clear view of the sectors the Clarion team felt the business was potentially unweighted in and wanted to push harder in. Gareth Bowhill of CloserStill, echoed this sentiment, emphasizing the importance of opportunities of the underlying markets they are already serving.
Paul Miller of Questex stressed the significance of EBITDA thresholds and focusing on businesses with verticals they are already within or adjacencies to the verticals, so they can build buy-sell strategies. Peter Jones of Nineteen Group emphasized their strategy of identifying established, successful events with existing infrastructure and enhancing them to achieve even faster growth.
There were no real limitations when it came to regions for most, although the US, Europe and Asia were of particular focus.
We are looking at businesses that fit with our existing structure and existing markets that can add value as opposed to just driving scale.
Simon Foster, Group CEO, Arc
If you look at the landscape, who of your peers do you admire?
Companies that are not only great to the outside world but are focused on building culture and strength internally while growing was the type of business Simon Foster of Arc admired. While Lisa Hannant of Clarion Group acknowledged how there is so much good work from so many organizations in the sector – from larger companies to smaller, more nimble start-ups. But what she admires most are those companies that are focused, and purpose driven around individual markets. Paul Miller of Questex commended companies that prioritize culture and leadership and are not building just a great business but a strong culture as they grow.
Phil Soar is an absolute genius. He has the ability to see around corners in blizzards.
Peter Jones, CEO of Nineteen Group
All the stakeholders underscored the importance of collaboration within the sector, acknowledging their peers and their organizations as those they admired and respected the most. Clear articulation around company vision, purpose driven business models around individual markets, leading stances on ESG initiatives and those that embedded culture into their leadership were admired by all.
It is evident that these five leaders are at the forefront of driving the Information and Events landscape, with a shared vision for a promising and vibrant future.
AI-volution | The unfolding story Performance Marketing
Authors: Jonathan Davis(Partner, EMEA), Daniel Hart (Vice President, EMEA),Chris Karl (Chief Business Development Officer, US)
Technological advancements in processing vast amounts of data are sparking a revolution for Brands, Agencies, and Tech Partners across the Marketing Services landscape raising the bar yet again on the industry’s unwavering focus on improving performance.
The emergence of Generative AI and data analytics tools is transforming the way marketers harness data to create content and execute advertising campaigns across the addressable landscape; from paid search, and optimize organic SEO to Social and Connected TV (CTV).
As adoption of technologies such as ChatGPT, Bard, Perplexity and a growing list of marketing focused AI tools take center stage, performance marketers are reaping the benefits including better campaign performance predictions, personalization at scale, and improved return on investment.
However, with the rewards come challenges such as brand safety concerns and questions about AI’s ability to produce expert content.
Data and Analytics: Decoding the Power of Insights
At the heart of the performance marketing revolution lies data and analytics. The integration of diverse, unstructured data sources is enabling marketers to glean new insights, providing a holistic understanding of their audience’s behaviors and preferences in advance of executing campaigns. Companies like Personalize, Chalice.ai, Ad Copy, Seven Sense are leveraging First-party data and Generative AI to deliver personalized and responsive experiences, supercharging the marketer’s ability to build stronger connections with their customers.
Interpreting this wealth of data to inform creative, strategy, and campaign optimization has emerged as an invaluable skill in the industry. Analysts who can decipher the data and draw meaningful conclusions are increasingly in high demand. Selecting and parsing through disparate data sources can also be augmented by AI with tools like Narrative I/O’s Rosetta.
In the big advertiser market, there is considerable interest in owning the predictive capabilities currently bundled with Google and Facebook media. Your own ad AI promises more efficiency, less risk.
Adam Heimlich, CEO of Chalice.ai
Content Creation: The Rise of Gen AI in Programmatic Advertising
Automation stands to reshape the content creation landscape, particularly for programmatic advertising aimed at CTV.
With Generative AI tools at their disposal, marketers can now automate content production in ways not before possible. Tools such as Memorable and INK use data-driven insights to inform content creation, facilitating a low-cost, fast-moving approach at scale.
The implications of this transformation are profound. Imagine a world where the actual visual content seen in Ads has been machine curated for you based on real-time data from your recent online activity and behaviors. We are fast approaching that moment.
However, as AI takes over content creation, concerns about brand safety have also surfaced. Striking a balance between mass personalization and maintaining brand integrity is a key challenge that marketers must address.
Paid Search: The Algorithmic Advantage
The world of paid search has seen a seismic shift with the rise of Generative AI and Data Analytics. Smart bidding and responsive ads have become the norm, leveraging AI’s ability to analyze vast amounts of data and optimize campaigns in real-time. Multi-model search algorithms (that can understand the context of connected images and words) have further enhanced search relevance and performance.
Can Paid Search improve even further in its efficacy? Marketers can now achieve more significant results with fewer resources. By capitalizing on AI-driven insights, they can improve return on ad spend, making every advertising dollar count.
Organic SEO: Elevating the Standards
AI-powered tools have refined the way marketers streamline copywriting, introducing mass automation and individualized relevance to create better-performing content. However, while AI copywriting (such as ChatGPT, Jasper and Anyword) has raised the bar, it still falls short in generating expert-level content that requires deep domain knowledge (albeit MarketMuse a research and copywriting tool is taking on this challenge).
As AI tools mature, there is a need to bridge the gap between AI-generated content and the expertise of human writers in order to achieve relevance at scale. The evolving SEO landscape is prompting marketers to reconsider their content strategies and find the right balance between AI-generated content and human expertise.
At our agency, embracing new technologies is not something new. It happened with cloud, with privacy and now with AI. Staying updated is a part of the offering. We need to lead in this space because our clients demand it, and it’s interesting to see the rapid innovation that comes from agencies ensuring they stay competitive and relevant.
Christoffer Lötebo, Group CEO of Precis Digital
Conclusion: Embracing the AI-Powered Future
Generative AI and data analytics are undeniably transforming performance marketing, enabling better predictions, personalized experiences, and improved ROI. The power of data has unlocked new insights and opportunities, empowering marketers to make data-driven decisions that resonate with their audiences.
While AI is revolutionizing content creation and its consequent effect on organic SEO, it is crucial for marketers to acknowledge the limitations and find ways to leverage AI’s strengths. Embracing the AI-powered future requires a delicate balance between automation and human expertise to maintain brand safety and produce high-quality, expert-level content.
As the AI landscape continues to evolve, performance marketers must stay agile and adapt to these transformative technologies.
M&A Role
With the adoption of Generative AI and the pace of change we expect M&A to play a central role as Brands, Agencies and Tech Vendors race to gain a competitive advantage be that in adding consultative expertise or in direct tech. The table below includes AI-related transactions over the last three years, which highlights this trend.
We look forward to continuing the conversation as the AI-story unfolds. If you have any queries or would like to have an in depth discussion on this topic or the broader market please Contact us. Our next AI article delves into the world of Animation & VFX.
Recent breakthroughs, such as the advent of generative AI tools like ChatGPT, herald a new era set to rival the impact that personal computers, the internet, and smartphones had on our lives.
This wave of innovation has the potential to propel industries forward at a pace, promising to revolutionize the way businesses operate. Tasks, once mundane, are being automated, insights are generated with greater precision, and decision-making is reaching new heights of sophistication. At the same time, AI is opening up fresh avenues of growth, sparking product and service innovations, redefining value propositions and driving operational efficiencies.
One fundamental theme, something that has been consistent across all of our research, remains the importance of the human touch. As the story unfolds, AI’s true power lies in its ability to complement and enhance human capabilities, accelerating progress and efficiency, and delivering higher quality end products and experiences. Firms are actively harnessing AI and related capabilities fueling a surge in M&A activity, as they strive to gain an edge in an increasingly digital economy.
With this in mind, we are excited to introduce AI-volution | The unfolding story – a series of articles designed to identify key themes arising from AI developments in select sub-sectors and their subsequent impact on businesses. This series will cover:
Over the coming weeks, we will unveil each of these sector pieces individually, and welcome you to engage in discussions and share your own AI experiences. These insights will culminate in a final report, available for download, encapsulating AI’s potential opportunities and threats and common themes across the selected sectors.
We look forward to continuing the conversation as the story unfolds. In the meantime, if you have any queries or would like to have an in depth discussion on this topic or the broader market contact us.
