AAM’s Media Mavens series features exceptional media professionals who have integrated trust and transparency into their careers to make a positive impact on their colleagues, companies and the industry.
We recently caught up with several mavens to get their insights on how they’re implementing AI. Here’s what they had to say.
“We are currently developing a deeper understanding and experimenting with AI,” said Carey Witmer, executive vice president and chief revenue officer, a360media. “We know it can add value to many aspects of our business.”
“We take great pride at OPI as it pertains to accuracy and credibility, and we do not want to risk our reputation in the communities we serve by executing something rash,” Kotarek said.
He added that part of this evaluation includes experimenting with AI in different areas. “Currently we use AI to create marketing and promotional campaigns, to write copy and for automated transcription.”
“I was on a call with a company a few months ago and I couldn't understand their business model,” Adelman said. “A quick search in ChatGPT gave me enough information to help me sound intelligent on the call, and I didn’t have to wade through pages of Google search results.”
Dohrn adds that the tool works best when he provides it with detailed prompts. “Just like all machine learning models, you can teach it what you want and how to best help you.”
“We employ AI-driven solutions for our chatbot and to streamline reporting processes,” said Jennifer Bertetto, president and CEO of Trib Total Media and 535media. “Additionally, we are piloting Microsoft Copilot to optimize tasks like PowerPoint creation and report summarization across the organization.”
Bertetto added that everyone at her company will be involved in learning how to best use these tools. “To fully realize AI's potential, we are partnering with a consulting firm to redefine our workflows and empower our workforce with the necessary skills to thrive in this evolving landscape.”
Nicole Divinagracia, president of the Point of Care Marketing Association (POCMA), said her organization is committed to leveraging technology to optimize operations and enhance member engagement.
Divinagracia added that her association also implemented Boardable, a board management software to enhance operations and communication across their committees and board of directors.
“By combining these AI-driven tools, we're able to optimize our processes, improve communication and deliver greater value to our members.”
Bertetto said another way her company is using AI is to enhance content and audience engagement.
Erica Krauss, senior vice president of media investment for Publicis Media, says her company is using AI in several ways.
“Creative development is a natural first step,” Krauss said. “But more than anything we are continuing to utilize AI to enhance targeting opportunities and optimizations within our media plans.”