Agencies Are Embracing AI and Making It Part of Their Workflow

A little over a year later, the division's role has changed considerably, according to R/GA chief technology officer Nick Coronges. While it has certainly created campaigns with explicit AI elements--a chatbot for the Cosmopolitan of Las Vegas, for instance--the agency has found the tech to be of much more use in the behind-the-scenes workflow of its operations across the board. "It's changed a lot," Coronges said. "While the original launch made a lot of sense to get the agency rallied around this technology quickly … our mission now is really to have data strategists and engineers plugged into all the work we do, rather than be a separate door into the agency." This evolution mirrors a broader shift in how ad agencies are treating AI and data science.