AIDigidayabout 7 hours ago
Ad industry struggles to measure AI value
1 min read
Marketers are adopting AI tools like Claude, ChatGPT, and Gemini but cannot track whether usage delivers results. Agencies impose token caps and shift to output-based pricing without a standard way to measure AI's business impact. Publicis reported a 7% rise in operating costs partly driven by AI, with margin improvement offset by reinvestment.
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