Advertisers are scrutinizing the value of AI tools as some early efforts fall flat

• Generative AI’s initial hype in advertising is now tempered with growing skepticism.
• Still, major agencies like Publicis and WPP are planning significant AI investments.
• Insiders say AI has potential in ad personalization and storytelling, but there are challenges.

Two years after OpenAI’s ChatGPT and other chatbots launched, the advertising community’s excitement over generative AI has come down to earth.