AI and digital strategies set the trends in marketing and advertising for 2024. It is believed that more than 80% of companies will have implemented generative AI programs, models and applications in their systems by 2026.
“Everything, absolutely everything is being impacted by the first versions of AI. From automation, optimization and personalization to strategy and content generation, but also the media and supports themselves,” says Octavio Rojas, professor at ESIC University. The possibility of reducing teams for reasons of productivity and business viability is on the table, says Rojas.