We recently spoke at The Broadway League’s AI Insights for Marketing Mavericks event, sharing insights on how we use AI to enhance our marketing efforts. AGM believes ACI, artificial collective intelligence, can supercharge our work by helping us expedite more routine tasks in order to spend more time strategizing, building relationships, and executing truly innovative campaigns.

We developed our own proprietary hub, AlliedGPT, to help us do just that. AlliedGPT is sandboxed for client safety and is used across our entire agency. If you’d like to learn more about it, you can do that here. During our presentation for The Broadway League, we showed industry leaders how they can use AI in their marketing efforts. For example, we use AlliedGPT to help us:

• Analyze Consumer Behavior: AI can assist in developing new audiences by analyzing market trends and consumer behavior by ingesting and reviewing large amounts of data (both 1st party and web available) instantaneously to make smarter decisions.
• Customize by Target Segment: AI can help speak to audiences by understanding their preferences and creating customized segments based on real-time data. Through customizable prompts, we can plug in target personal and AI will provide us with tailored recommendations based on social and online behavior.
• Discover Keywords and Create Copy: AI can support the expansion of reach by identifying new keywords or content for both SEM and SEO strategy. With the use of Google Gemini to generate catchy headlines and slogans for its campaigns and AGPT to conduct keyword research and optimize its SEO strategy.

Understandably, media professionals may not know where to use AI technology in their workflows. We spoke a bit about Large Language Models (LLMs) as well as in-platform AI integrations coming from Meta and Google.

LLMs: As previously mentioned, AGM uses AlliedGPT for all of our client work. This hub includes various LLMs such as GPT-4o, Claude 3.5, and Gemini. We’ve enriched these models and tools with custom features, prompts and parameters and have sandboxed it to safeguard our data.

Advertising Platforms: We also test and utilize AI tools through foundational advertising platforms, including Meta, Google Ads, and programmatic, to provide precise audience targeting, optimize ad placements, and offer consumer insights. For example:

• Meta Advantage+ Audience: A new, expansive version of efficient targeting based on pixel data and user interactions. Consider testing alongside standard targeting for improved conversion efficiency. As audiences can get fairly complex and insights by interest are limited, trust in efficiency is required. Meta has also started rolling out more advanced creative and recommended copy options to further improve productivity.
• Google Performance Max: A goal-based campaign that allows advertisers to access all Google Ads inventory from a single campaign. Designed to complement keyword-based search campaigns to find more converting customers across all channels like YouTube, Display, Search, Discover, Gmail, and Maps. Additionally, insights are limited compared to tactics like search and YouTube.
• Programmatic: Most vendors are combining standard 3rd party and contextual targeting with AI for greater efficiency for targeting. AI can analyze vast amounts of data and make quick decisions, allowing more precise targeting, optimized placements, and better-prediction of user behavior. AI is also used to combat fraud through detection of bots and non-viewable impressions, further supporting efficiency.

We also relayed to our audience that while AI can help to analyze vast amounts of data, make quick decisions, and automate tasks, human oversight is required to avoid biases, adjust to nuanced context and catch errors. We’re committed to adopting AI technology in a safe, secure, and human-first manner. Want to learn more about our approach? Get in touch.