{"id":12127,"date":"2024-07-09T10:18:04","date_gmt":"2024-07-09T08:18:04","guid":{"rendered":"https:\/\/www.observatoryinternational.com\/our-insights\/genai-things-to-consider\/"},"modified":"2025-12-09T14:21:08","modified_gmt":"2025-12-09T13:21:08","slug":"genai-things-to-consider","status":"publish","type":"post","link":"https:\/\/www.observatoryinternational.com\/en-za\/our-insights\/genai-things-to-consider\/","title":{"rendered":"GenAI &#8211; Things to Consider"},"content":{"rendered":"<p style=\"font-weight: 400;\">Like many others in our industry the Observatory International is taking a keen interest in AI and the impact it could have for all of us.\u00a0 AI has the potential to impact every stage of the communications process so it\u2019s no surprise that in our work with brands on agency modelling and agency pitch projects we\u2019ve noted a significant interest in agency AI capabilities.<\/p>\n<h3 style=\"font-weight: 400;\">We\u2019ve noted three paths for agencies and their approach to tackling AI:<\/h3>\n<ul>\n<li>Substantial investment \u2013 particularly from the Holding Companies and large networks investing hundreds of millions of pounds\/dollars in making their own processes more efficient and working with willing clients to test and learn<\/li>\n<li>Full immersion in AI by a few agency groups to embrace the opportunity and position themselves at the heart of AI business transformation for clients<\/li>\n<li>Pragmatic caution \u2013 recognising the opportunity for AI, but putting protocols, guidance and training in place to protect themselves and their clients from potential risks and unknowns that AI might trigger.<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">A <a href=\"https:\/\/wfanet.org\/knowledge\/item\/2023\/09\/25\/GenAI-figures-in-most-brands-marketing-plans-says-new-WFA-research\">2023 survey by the WFA<\/a> highlighted that over three quarters of brand owners are using or plan to use generative AI in their marketing activities.\u00a0 The interest in AI\u2019s potential being mirrored by concerns about potential risks with 8 in 10 brands having developed or in the process of developing internal processes on the use of GenAI.<\/p>\n<h3 style=\"font-weight: 400;\">Here are just some areas to consider when approaching the use of AI in your marcomms function:<\/h3>\n<ul>\n<li>Understanding who is using it, how and why. The same applied to the early days of Social Media, and then Programmatic so nothing new there, but important lessons learned.<\/li>\n<li>Ensuring transparency of the use of AI through your supply chain \u2013 including any 3<sup>rd<\/sup> party suppliers.<\/li>\n<li>Understanding the hidden environmental impacts and how might that impact corporate sustainability KPIs? Google\u2019s reported increase in data centre energy consumption being a high profile example of that.<\/li>\n<li>Who owns the IP &#8211; agency or brand e.g. for Prompts as well as outputs?<\/li>\n<li>What are the implications for agency contracts and remuneration \u2013 does anything need to change?<\/li>\n<li>What infrastructure and processes need to change to really optimise the use of AI?<\/li>\n<li>Where to focus effort \u2013 with AI offering the opportunity to transform every aspect of the communications process where\u2019s the best place to start?<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\">There\u2019s plenty to think about.\u00a0 If you would like an informal chat about how AI might impact your marketing organisation and agency ecosystem <a href=\"https:\/\/www.observatoryinternational.com\/en-za\/contact-us\/\">do get in contact<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-12670\" src=\"https:\/\/www.observatoryinternational.com\/app\/uploads\/2025\/04\/Observatory-International-How-GenAI-is-Reshaping-the-Industry-Giants-300x142.png\" alt=\"Image of Observatory International's report on How GenAI is Reshaping the Marketing Industry Giants\" width=\"300\" height=\"142\" srcset=\"https:\/\/www.observatoryinternational.com\/app\/uploads\/2025\/04\/Observatory-International-How-GenAI-is-Reshaping-the-Industry-Giants-300x142.png 300w, https:\/\/www.observatoryinternational.com\/app\/uploads\/2025\/04\/Observatory-International-How-GenAI-is-Reshaping-the-Industry-Giants-1024x486.png 1024w, https:\/\/www.observatoryinternational.com\/app\/uploads\/2025\/04\/Observatory-International-How-GenAI-is-Reshaping-the-Industry-Giants-768x365.png 768w, https:\/\/www.observatoryinternational.com\/app\/uploads\/2025\/04\/Observatory-International-How-GenAI-is-Reshaping-the-Industry-Giants-1536x729.png 1536w, https:\/\/www.observatoryinternational.com\/app\/uploads\/2025\/04\/Observatory-International-How-GenAI-is-Reshaping-the-Industry-Giants-220x104.png 220w, https:\/\/www.observatoryinternational.com\/app\/uploads\/2025\/04\/Observatory-International-How-GenAI-is-Reshaping-the-Industry-Giants-380x180.png 380w, https:\/\/www.observatoryinternational.com\/app\/uploads\/2025\/04\/Observatory-International-How-GenAI-is-Reshaping-the-Industry-Giants.png 1794w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Like many others in our industry the Observatory International is taking a keen interest in AI and the impact it could have for all of us.\u00a0 AI has the potential to impact every stage of the communications process so it\u2019s no surprise that in our work with brands on agency modelling and agency pitch projects &hellip; <a href=\"https:\/\/www.observatoryinternational.com\/en-za\/our-insights\/genai-things-to-consider\/\">Continued<\/a><\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[165],"tags":[173,167,169,170,168],"class_list":["post-12127","post","type-post","status-publish","format-standard","hentry","category-blog-en-za","tag-agency-capabilities-en-za","tag-agency-roster-modelling-en-za","tag-marketer-capabilities-en-za","tag-marketing-trends-en-za","tag-observations-en-za"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>GenAI Things to Consider for Marcomms Industry - The Observatory International<\/title>\n<meta name=\"description\" content=\"How different marketing agencies are responding to GenAI and things to consider.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.observatoryinternational.com\/en-za\/our-insights\/genai-things-to-consider\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"GenAI Things to Consider for Marcomms Industry - The Observatory International\" \/>\n<meta property=\"og:description\" content=\"How different marketing agencies are responding to GenAI and things to consider.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.observatoryinternational.com\/en-za\/our-insights\/genai-things-to-consider\/\" \/>\n<meta property=\"og:site_name\" content=\"The Observatory International\" \/>\n<meta property=\"article:published_time\" content=\"2024-07-09T08:18:04+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-09T13:21:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.observatoryinternational.com\/app\/uploads\/2025\/04\/Observatory-International-How-GenAI-is-Reshaping-the-Industry-Giants.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1794\" \/>\n\t<meta property=\"og:image:height\" content=\"852\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Christine Downton\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@observatoryint\" \/>\n<meta name=\"twitter:site\" content=\"@observatoryint\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.observatoryinternational.com\/en-za\/our-insights\/genai-things-to-consider\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.observatoryinternational.com\/en-za\/our-insights\/genai-things-to-consider\/\"},\"author\":{\"name\":\"Christine Downton\",\"@id\":\"https:\/\/www.observatoryinternational.com\/en-za\/#\/schema\/person\/f0d2ffe1c42e38cae6347a35d208c6ad\"},\"headline\":\"GenAI &#8211; 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