Marketing agencies that use AI in workflows serve more customers

Of all the many industries, it is marketing where AI is no longer a side project of the “innovation lab” but is embedded in briefings, production pipelines, approvals and media optimization. A WPP iQ article published in December, based on a webinar with WPP and Stability AI, shows what AI use looks like in daily operations.

What we’re talking about here is a focus on the practical limitations that determine whether AI changes day-to-day work or simply adds another layer of complexity or tools.

Brand accuracy a repeatable capability

Marketing agency AI views brand accuracy as something to be developed. WPP and Stability AI note that standard models are “not aligned with your brand’s visual identity,” so the results can often look generic. Companies’ remedy is fine-tuning, which means training models on brand-specific data sets so that the model learns the brand playbook, including style, appearance and colors. Then these elements can be reproduced consistently.

Argos from WPP is a…