25
May
AI — a catchword and momentous concept — is all-consuming. It demands nearly as much energy as Argentina uses in a year, is the obsession of practically every marketer I meet, and is invoked breathlessly by those who have the most to gain and lose from it. On Alphabet’s most recent earnings call, for example, Sundar Pichai and Philipp Schindler emphasized the integration of Gemini models into Performance Max to accelerate creativity and the adoption of AI-powered tools such as Smart Bidding and automatically created assets. It’s mathematically obvious to apply AI to advertising — it saves time and, by…