AI in Paid Media: From POCs to Full-Scale Transformation 

David Billings, the VP of digital at Empathy Lab, teamed up with Sameer Amin, the VP of Data-Driven Marketing & Media at Reckitt, to present the transformation of AI in paid media.

Billings began the talk by giving a basis for what his company does. He described Empathy Lab as an AI focused agency born from the company EPAM, which develops technical solutions for enterprise clients. Empathy Lab takes the technical foundation and incorporates creative marketing expertise to solve CMO oriented challenges.

Billings then dove into Agentive AI. “Agentive solutions are a great fit for some of the big challenges and opportunities that I think anyone working in the paid media domain is wrestling with today,” Billings explained. He also expressed the urgency in implementing these solutions as the pace of the market is increasing exponentially. “If you’re not already at that point then you’re probably already behind. The danger is that being even a few months behind in such a fast-moving market can open up a vast gap in capability that becomes challenging to close,” he said.

Read the full article here.

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