Our Insights

At Lewis Media, our commitment to innovation, efficiency, and ethical practices drives us to explore the potential of Artificial Intelligence (AI) to deliver superior results for our clients. Over the last 18 months, we have seen immense developments in Artificial Intelligence, and the pace is not slowing. The Lewis Media team believes AI is transformative, unlocking new possibilities for our clients and the media industry. In an ever-changing landscape, we stay at the forefront by constantly testing and integrating new platforms into our campaigns and strategies.

By closely following leaders in this space, such as OpenAI, Perplexity, Google, and Anthropic, we understand the significance of this technology. We also recognize that this is the worst AI we will ever see, and even if progress were to cease (which it likely won’t), it will still disrupt industries. As AI continues to improve over time and as barriers to entry decrease, creative and innovative applications will emerge, further enhancing its impact and potential.

The Transformative Role of Artificial Intelligence in Marketing

Artificial Intelligence is reshaping the marketing landscape by providing unprecedented insights and capabilities. From delving deeper into customer data to predicting trends, AI empowers us to make more informed decisions and craft highly effective marketing strategies.

This technology allows us to move beyond traditional methods, pushing the boundaries of what’s possible for our clients. According to Forbes (2024), a significant number of businesses (53%) apply AI to improve production processes, 51% adopt AI for process automation, and 52% utilize it for search engine optimization tasks such as keyword research. Despite the common fear that AI will replace people and jobs overnight, we view it differently. AI allows users to increase efficiency, unlock creative potential and make us better. There’s no replacement for decades of industry experience like we have here at Lewis Media. Instead, AI represents the science and data that will help inform our art.

Lewis Media’s years of experience and expertise, combined with new technology, enhance our ability to deliver creative and impactful campaigns across channels. AI can provide us with deeper insights and predictive analytics, enabling us to tailor strategies that align with our clients’ goals and market dynamics.

Commitment to Continuous Learning and Innovation

At Lewis Media, we have an AI task force that meets monthly to discuss the latest changes in technology, its impact on our industry, and its broader implications for society. This frequency ensures we are always learning and evolving, as AI continues to evolve. We share our findings freely across departments to ensure that everyone is up-to-date on the latest. We share ideas and research, and promote transparency, fostering a culture of innovation, creativity, and openness company wide.

Innovative Artificial Intelligence Applications

Lewis Media has tested various AI-driven tools that have allowed us to consider their future impact on our strategy and processes. These tools include:

• Content and Copywriting Tools: These AI tools enhance our ability to generate engaging and unique content efficiently across campaigns. It helps us analyze top-ranked SEO content, which can then be applied to strategies. It also assists in the ideation of both short and long-form content.
• Creative AI Tools: Image generators enable us to produce static images, while video generators allow us to experiment with text-to-video creation and utilize advanced video editing tools.‍
• Visual Analytics Platforms: Interacting with data in real-time with natural language to gather deeper insights, identify trends, and spark our curiosity.
• Productivity Tools: AI tools that help us better organize and structure our day to do more of what we love: strategize and improve.
• Internal Chatbots: Facilitate brainstorming sessions, provide easy access to internal documents, procedures, and protocols, and assist in the campaign ideation process.

These applications demonstrate that AI is not just about cost efficiencies; it is about harnessing technology to innovate and push the boundaries, for improved results, across all domains.

Adoption and Integration Challenges

The biggest hurdle many face now is adoption. AI has been around for decades and is already integrated into many tools we use, such as Google Ads, The Trade Desk, and Skai, to name a few. For Google, AI is not new, and it is what has made their platforms and engines successful for decades. Skai’s AI powered Omni-Channel Platform offers advanced features that enhance the capabilities of native publisher platforms which as a result gives a significant advantage to marketers. This new season of generative AI however is met with hesitation and skepticism. 

There is the expectation that large language models (LLMs) will perform tasks perfectly on the first try, and if they don’t, they are often deemed useless or dismissed as hype. As Mark D'Arcy said regarding the Toys "R" Us ad that was almost entirely generated by AI, "To condemn the first people to pick up the ball and throw it, I think is just unbelievably short-sighted" (Wall Street Journal, 2024). At Lewis Media, we recognize the importance of managing these expectations while continuing to test and learn both the capabilities and the limits of newly released AI tools.

Conclusion

Artificial Intelligence is not just a singular tool; it is a type of technology that is being integrated into many aspects of our daily lives, from tailored Olympic Recaps to having a phone conversation with the famous artist Salvador Dali. At Lewis Media, we are enthusiastic about the future of AI and are excited to collaborate with our clients. As AI continues to evolve, Lewis Media remains committed to testing, learning, and adapting to achieve the best outcomes for our clients.

References:

Forbes. (2024). How ChatGPT Is Transforming Business Operations. Retrieved from https://www.forbes.com/advisor/business/software/ai-in-business/

NBC. (2024). Peacock's Personalized Olympics Recaps to Feature Al Michaels. Retrieved from [https://www.nbc.com/nbc-insider/peacocks-personalized-olympics-recaps-to-feature-al-michaels](https://www.nbc.com/nbc-insider/peacocks-personalized-olympics-recaps-to-feature-al-michaels)

Skai. (2024). Skai Named Best AI-based Solution for Advertising in the 6th Annual Artificial Intelligence Breakthrough Awards Program. Retrieved from https://skai.io/blog/skai-named-best-ai-based-solution-for-advertising-in-the-6th-annual-artificial-intelligence-breakthrough-awards-program/

The Dalí Museum. (n.d.). ASK DALÍ: A Virtual Reality Experience. Retrieved from https://thedali.org/exhibit/ask-dali/

Wall Street Journal. (2024). All-AI Ad From Toys 'R' Us Stokes Debate Over The Future Of Marketing. Retrieved from https://www.wsj.com