By

Mark Penn, Chairman and CEO, Stagwell

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hello@stagwellglobal.com

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Our PRophet product delivering generative and predictive AI for PR professionals has now signed on Alpha IR, Jive PR + Digital, Radical Company and Impact Partners in the enterprise client category and has won another PR industry contest as the best new martech product out there. We expect, by the end of the year, to be fully competitive with larger systems from Cision and serve as a full replacement. We have already deployed generative AI in the product to produce new content, briefing books and pitches, and recently released a multi-pitch tool and executive bio generator, helping communications professionals save a tremendous number of hours.    

AI in Action: Assembly Drives Big Results for Ace Hardware

While generative AI has taken the limelight in recent years, our media agencies have long leveraged AI to drive better client results. And even Alphabet is taking notice. Long-time Assembly client Ace Hardware’s omnichannel strategy and results were highlighted on Alphabet’s Q2 earnings call this cycle. To quote Alphabet’s Chief Business Officer Philipp Schindler about Assembly’s work: “Take Ace Hardware, who tapped into AI-powered search and omnibidding to capture increased seasonal demand leading up to Memorial Day. This drove increases across online sales, store visits, and in-store sales – resulting in 87% YoY growth in omni revenue from Google Ads and led to one of the largest revenue weeks ever for Ace store owners.” 

Helping Brands Get Smarter with SmartAssets

Our latest startup in the Stagwell Marketing Cloud is hitting the market fast and furiously. SmartAssets essentially uses AI to categorize content, bring it up to brand standards and point it to where it can be most effective. Or as we like to say at Stagwell: it’s a tool for getting the right message to the right person at precisely the right time. With AI-powered asset categorization, performance analytics and instant creative adjustments, SmartAssets helps brands better optimize production and overall media performance. And big brands are itching to put it to use; SmartAssets has already attracted the attention of a large European CPG client. Learn more about the product here.  

AI in Action: Code and Theory Taps ChatGPT for Challenger Betting Site 

AI transformation is a tangible opportunity to improve efficiency, harvest data insights for monetization and expand our offerings with new capabilities. For example, Tipico, a European sportsbook, came to Stagwell’s Code and Theory network to create and launch a campaign that would help them break into the mainstream U.S. sports betting industry. Right away, Code tapped into ChatGPT for persona development, a process that used to often take weeks but now took the team less than 48 hours. Code created a living persona using first-party app data, its own tools, desk research and audience interviews and trained ChatGPT on four personas that we can now have conversations with. The speed and accuracy of this AI strategy paid massive dividends, with the campaign’s Ohio-focused launch reaching 57% of its 2023 acquisition target and soaring to claim 32% share of voice in the Ohio market. Through the work, Tipico instantly became a top-five betting site in the state. 

How Will AI Transform Marketing?

AI will transform marketing yet again, but humans will continue to reign supreme as advertising becomes smarter and more effective. Read my thoughts on the 10 mini-revolutions in marketing that AI will bring on Forbes.com.