Your Weekly Dose of Soul & Science

ft. Brett Marchand, CEO at Plus Company

Author

Jason Harris
March 01, 2024 • Estimated Reading Time: 4 minutes

The Potential Future of Predictive AI in the World of Advertising

While the concept of artificial intelligence has been around for a long time, it has now hit critical mass.

And the good news is that as long as we’ve been collecting data, we’ve been building a knowledge base for AI.

So how are generative and predictive AI evolving in 2024?

It may be obvious to consider the efficiency and ease that comes with generative AI. Many brands and agencies are adopting this technology to aid in their concepting and content creation processes already.

But predictive AI doesn’t get as much attention as it should. Predictive AI is such a powerful tool that we are still only scratching the surface of.

As magnate John Wanamaker famously said “half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Predictive AI is the key to enlightening us in solving this very problem.

On this week’s episode of the Soul & Science Podcast, I’m joined by Brett Marchand, CEO of Plus Company. Brett and I talk about growing up loving brands, how AI can help marketers fill the gaps that cookies will leave behind and what Brett sees for the future of agency networks.

So without further ado, let's dive in and fast forward our marketing minds.

Episode #63: The Future of the Agency Network | Brett Marchand, CEO at Plus Company

Brett Marchand, CEO at Plus Company.

“One of the interesting things about AIOS that we're learning is that one of the simplest things that marketers can do is to just stop doing the stuff that isn't working.”- Brett Marchand, CEO of Plus Company

Brett Marchand, CEO of Plus Company, has been a lover of brands ever since he was a kid, from watching Nike ads on TV, to pivoting his career from finance to marketing. In this episode, Brett and I talk about the ins and outs of marketing, how AI can help marketers make the most of their budgets and the future of the ad agency network.

In this episode you’ll learn:

  • The history and potential power AI holds in our industry.

  • How the agency network has evolved.

  • The pros and cons of working brand-side and working agency-side.

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Thank you for reading. See you next week!