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As Major Agencies Dive Into AI, Will Web3 Marketers Join the Wave?

3 mins
Updated by Michael Washburn
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In Brief

  • Web3 marketing agencies are grappling with the decision to adopt AI strategies, a move their Web2 counterparts have made.
  • Major agencies such as Dentsu and Horizon Media are utilizing AI to innovate and optimize their advertising strategies.
  • The challenge for Web3 firms is balancing the potential benefits of AI with the principles of decentralization and user data ownership.
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The digital revolution is not slowing down. Web3 marketing agencies, rooted in blockchain technology and decentralized systems, face a pivotal question. Should they embrace the artificial intelligence (AI) strategies their Web2 counterparts have widely adopted?

Prominent agencies and conglomerates like WPP, Publicis, and Omnicom have played with AI and invested billions. Indeed, their goal is to harness AI’s powerful insights and efficiencies in advertising to transform how brands connect with their audience.

Why Big Agencies Are Banking on AI

The case for AI in advertising is strong. Accenture Song, having reaped the benefits of a massive $3 billion AI investment, now offers AI Navigator for Enterprise. This tool employs generative AI, aiding businesses in integrating AI solutions.

For instance, it can help DeFi protocols process customer feedback or allow them to manage vast quantities of documents.

Read more: 6 Best Web3 Marketing Agencies To Support Your Crypto Project

Dentsu, another major player, has inked strategic partnerships with tech giants like Google and Microsoft. This collaboration grants Dentsu access to tools like GPT-4, the technology that powers ChatGPT.

By leveraging these capabilities and their proprietary data, Dentsu has birthed its own AI instrument, Merkle GenCX, designed to elevate customer experience management.

A Glimpse Into AI Innovations

Numerous agencies have jumped on the AI bandwagon, each showcasing its own innovation:

  • Horizon Media: Introduced “Neon,” an AI tool intended to optimize media investments, primarily targeting consumer packaged goods brands. For instance, if a Web3 brand wants to launch a consumer-packaged good as a limited-edition NFT (Non-Fungible Token), “Neon” could help understand the best investment opportunities in the Web3 space, maximizing ROI.
  • Huge: Their Creative Capital Index (CCI) uses AI to optimize internal creativity, functioning like a stock market index for brand assets and aiding in creative problem-solving. For instance, if a Web3 brand creates a token or digital collectible, the CCI can track its creative worth in real-time, aiding crypto marketers in developing campaigns that resonate with the ethos of the Web3 community, ensuring higher engagement.

Read more: SEO vs SEM in Crypto Advertising: What’s the Best Approach?

  • MNTN: Launched “Viva,” a generative AI-powered ad solution. This hub enables clients to craft video content, merging stock footage with AI-generated content. For instance, Web3 brands can use this tool to release a promotional video for a decentralized event where the AI-generated content aligns perfectly with user-generated content from the community, creating a unique and engaging marketing asset.
  • Omnicom: Capitalizing on partnerships with AI frontrunners like Google, Microsoft, and Amazon, their Omni platform serves as a central hub for generative text and image capabilities. For example, crafting product descriptions for NFT marketplaces or generating images for decentralized social media promotions becomes streamlined.
  • Publicis: CEO Arthur Sadoun revealed an $11 billion investment in AI tech. Their AI talent management tool, Marcel, is a testament to their commitment to this domain. Therefore, Web3 agencies can tap into a global talent pool, finding experts adept in Web3 marketing strategies, blockchain development, or token economy designs.

The list goes on. But what is clear is that AI is a transformative force in Web3 advertising.

Web3 Marketing Firms: To Embrace or Not?

Web3 marketing agencies, while nascent, are distinguishing themselves in the cryptocurrency industry. Rooted in decentralized systems, they emphasize transparency, security, and user ownership. But can AI fit into this paradigm?

The potential benefits are undeniable:

  1. Efficiency: AI can process vast data faster, offering insights that would take humans exponentially longer to derive.
  2. Personalization: With AI, ads can be tailored in real-time, enhancing user experience.
  3. Innovation: Generative AI can craft content based on user behavior and preferences, from articles to videos.

However, there are considerations. Web3’s ethos emphasizes decentralization and user data ownership. Therefore, integrating AI must not compromise these principles. Transparency in how AI uses and processes data becomes paramount.

Read more: These Are the Risks of Using Artificial Intelligence (AI) in Crypto Marketing

The tides of innovation are ceaseless. Consequently, the decision to integrate AI is about envisioning how these tools can align with and amplify the unique value propositions they offer in the decentralized digital frontier.

Big agencies have set a precedent. The potential of AI in advertising is vast. Now, Web3 advertising agencies stand at a crossroads, pondering how to harness this power while staying true to their core values.

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Bary Rahma
Bary Rahma is a senior journalist at BeInCrypto, where she covers a broad spectrum of topics including crypto exchange-traded funds (ETFs), artificial intelligence (AI), tokenization of real-world assets (RWA), and the altcoin market. Prior to this, she was a content writer for Binance, producing in-depth research reports on cryptocurrency trends, market analysis, decentralized finance (DeFi), digital asset regulations, blockchain, initial coin offerings (ICOs), and tokenomics. Bary also...