Image & Article: Beet.TV
Artificial intelligence may make advertising more efficient, but Terence Kawaja doesn’t think efficiency is where the real money will be made.
Kawaja, founder and chief executive of investment bank LUMA Partners, said AI will increasingly automate media buying and other advertising workflows. The bigger prize will go to companies that combine AI with proprietary data to make better decisions about where marketers should spend their money.
“The industry’s getting this one a little bit wrong,” Kawaja said in an interview with Pooja Midha, reporting on behalf of Beet.TV and the New York Stock Exchange during Advertising Week New York. “What differentiates is decisioning.”
That distinction could determine who emerges from what Kawaja predicts will be a messy restructuring of advertising technology. AI may lower the cost of operating the machinery, but it also could expose which companies have something valuable under the hood.
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