The digital revolution is not slowing down. Web3 marketing agencies, rooted in blockchain technology and decentralized systems, face a pivotal question. Should they embrace the artificial intelligence (AI) strategies their Web2 counterparts have widely adopted?

Prominent agencies and conglomerates like WPP, Publicis, and Omnicom have played with AI and invested billions. Indeed, their goal is to harness AI’s powerful insights and efficiencies in advertising to transform how brands connect with their audience.

Why Big Agencies Are Banking on AI
The case for AI in advertising is strong. Accenture Song, having reaped the benefits of a massive $3 billion AI investment, now offers AI Navigator for Enterprise. This tool employs generative AI, aiding businesses in integrating AI solutions.

For instance, it can help DeFi protocols process customer feedback or allow them to manage vast quantities of documents.

Dentsu, another major player, has inked strategic partnerships with tech giants like Google and Microsoft. This collaboration grants Dentsu access to tools like GPT-4, the technology that powers ChatGPT.

By leveraging these capabilities and their proprietary data, Dentsu has birthed its own AI instrument, Merkle GenCX, designed to elevate customer experience management.

A Glimpse Into AI Innovations

Numerous agencies have jumped on the AI bandwagon, each showcasing its own innovation:

• Horizon Media: Introduced “Neon,” an AI tool intended to optimize media investments, primarily targeting consumer packaged goods brands. For instance, if a Web3 brand wants to launch a consumer-packaged good as a limited-edition NFT (Non-Fungible Token), “Neon” could help understand the best investment opportunities in the Web3 space, maximizing ROI.
• Huge: Their Creative Capital Index (CCI) uses AI to optimize internal creativity, functioning like a stock market index for brand assets and aiding in creative problem-solving. For instance, if a Web3 brand creates a token or digital collectible, the CCI can track its creative worth in real-time, aiding crypto marketers in developing campaigns that resonate with the ethos of the Web3 community, ensuring higher engagement.