{"id":612812,"date":"2023-02-28T08:50:06","date_gmt":"2023-02-28T14:50:06","guid":{"rendered":"https:\/\/news.sellorbuyhomefast.com\/index.php\/2023\/02\/28\/digiday-research-when-it-comes-to-emerging-tech-agencies-and-publishers-only-have-eyes-for-ai\/"},"modified":"2023-02-28T08:50:06","modified_gmt":"2023-02-28T14:50:06","slug":"digiday-research-when-it-comes-to-emerging-tech-agencies-and-publishers-only-have-eyes-for-ai","status":"publish","type":"post","link":"https:\/\/newsycanuse.com\/index.php\/2023\/02\/28\/digiday-research-when-it-comes-to-emerging-tech-agencies-and-publishers-only-have-eyes-for-ai\/","title":{"rendered":"Digiday+ Research: When it comes to emerging tech, agencies and publishers only have eyes for AI"},"content":{"rendered":"
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February 28, 2023\u00a0\u00a0\u2022\u00a0\u00a03 min read<\/span> \u00a0\u2022\u00a0 By Julia Tabisz<\/a><\/p>\n<\/p><\/div>\n

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Agencies and publishers have always had to be on the lookout for the next big thing when it comes to emerging technology. This year, it turns out, that means bracing for the impact of artificial intelligence.<\/p>\n

This is according to a Digiday+ Research survey of nearly 200 agency and publisher professionals that found that AI is expected to have a major impact on both the buy side and the sell side in the coming years.<\/p>\n

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More than three-quarters of both agency pros and publisher pros said that AI will have the biggest impact on their businesses over the next few years, making it the No. 1 emerging tech to watch in both industries. Specifically, 76% of agency pros chose AI as the tech that will have the biggest impact on them, while 79% of publisher pros did the same.<\/p>\n

These results from Digiday\u2019s survey make a lot of sense, considering that AI is a huge topic in experimentation this year for both publishers and marketers, especially as OpenAI\u2019s ChatGPT tool continues to gain momentum.<\/p>\n

On the buy side, marketers and agency execs are finding ways to incorporate ChatGPT<\/a> specifically into their brainstorming processes, or to help cure writer\u2019s block. So far, there\u2019s no indication the technology will replace human copywriters, but an increasing number of marketers are thinking beyond ChatGPT\u2019s free version<\/a> about how the tool\u2019s subscription version could fit into their creative processes.<\/p>\n

And on the sell side of the coin, media executives are encouraging their editorial teams to experiment with ChatGPT and become familiar with how it works. It doesn\u2019t appear that<\/a> newsrooms are actually integrating the tech into their workflows just yet. But editors are starting to think about the applications of ChatGPT and the implications it could have on different parts of their businesses, like SEO-driven content<\/a> and freelancing<\/a>, for example.<\/p>\n

ChatGPT has even found its way into search<\/a>, powering Microsoft\u2019s Bing search engine and accompanying the tech\u2019s Edge browser. It\u2019s clear why AI is top of mind for agencies and publishers, alike.<\/p>\n

To really bring the point home, Digiday compared agencies\u2019 and publishers\u2019 anticipation about the impact of AI with other emerging technologies. And the anticipated impact of these other technologies absolutely pales in comparison with AI\u2019s anticipated impact on marketing and publishing.<\/p>\n

For instance, while 76% of agency pros said they think AI will have the biggest impact on their businesses in the coming years, the technology that accounted for the next-highest percentage was the metaverse \u2014 which only 9% of respondents said would have the biggest impact. And, very interestingly, metaverse actually tied with the response \u201cnone of the above,\u201d which 9% of agency pros chose.<\/p>\n

\u201cNone of the above\u201d actually ranked second among publisher respondents after AI, with 15% of publisher pros saying none of the offered technologies would impact their businesses. And the third-place choice among publisher pros was blockchain, cryptocurrencies and NFTs, which a mere 3% of publisher pros said would be the emerging tech with the biggest impact.<\/p>\n<\/p><\/div>\n

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