Canadian Ad Insider

WPP Media has developed and released a framework outlining how its business intelligence division will evaluate AI-driven “advertising intelligence” tools and platforms.

The framework assesses and weights the capabilities required to lead the future of search and intelligence.

In its current form, the framework is designed to evaluate platforms that enable “personalized, data-driven advertising intelligence.” However, Scott-Dawkins noted that this focus “should not suggest we undervalue advertising conceived as mass media,” including sponsorships, OOH, experiential marketing, TV, and other “brand-building creative work.”

She added that priming and brand preferences “will be equally — if not more — important within an AI-enabled advertising future,” in which brand salience is a core factor in how AI agents make product recommendations to consumers.

WPP Media will release quarterly updates to its analysis within this framework, taking into account the current state of AI development when theorizing about strengths and opportunities in the market over the next five years.