WPP’s media unit GroupM has been using AI to drive channel performance for a number of years, but the emergence of generative AI is giving buyers the tools to mine even deeper into data. With that innovation comes the need for sensible guardrails, explains GroupM UK COO Luke Bozeat, ensuring that planners do not rely on the hallucinations of an AI.
Bozeat joins us at the VideoWeek Villa in Cannes to explore key growth areas for GroupM, the importance of CTV and retail media, and the necessity of investing in diverse-owned media.
