"AI tools are being utilized to address measurement problems in advertising, yet they have not resolved issues like frequency capping for pharmaceutical ads, which remain a challenge."
"The discussions at Possible revealed that while agentic AI offers significant benefits, it also presents tradeoffs that industry professionals must navigate."
"Comparisons were made between AI's sustainability impact and that of almond milk, emphasizing the need for a deeper understanding of AI's role in environmental considerations."
The fourth-annual Possible event focused on agentic AI and its implications for the advertising industry. Industry insiders shared insights on the practical applications of AI tools, highlighting both their advantages and challenges. While AI is aiding in measurement issues, it still struggles with frequency capping, particularly in pharmaceutical advertising. The event also drew parallels between AI and sustainability, likening AI's impact to that of almond milk. Attendees were provided with key information to engage in conversations about the event's themes.
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