AlmapBBDO, EssenceMediacom, i-Cherry and Monks reached the most developed stage of the artificial intelligence project
Google presented the results of the ‘Google AI Assessment’, which aims to measure the digital maturity index of advertising agencies regarding the use of artificial intelligence in Brazil. AlmapBBDO, EssenceMediacom, i-Cherry and Monks are the highlights of the project’s year-end balance sheet.
Launched in 2023 as ‘Digital Assessment’, the model has evolved to embrace advances in artificial intelligence and has been modified to ‘AI Assessment’. The functionality maps how agencies are using available data and AI tools, as well as how they are training and certifying their employees.
20 agencies participated in the project and each company was analyzed against the pillars of artificial intelligence adoption, which include ‘data foundation’ – how companies are capturing raw data and training AI to drive business objectives -; how it is ‘enabling AI’; and ‘team maturity’ in relation to AI, considering training and certification and was categorized as ‘Nascent’, ‘Emerging’, ‘Connected’ and ‘Multimedia’.
Over the course of ten months, four agencies reached the ‘Multimomento’ level: AlmapBBDO, EssenceMediacom, i-Cherry and Monks, reaching the highest place on the index. There has also been growth in relation to ‘Connected’ agencies and, currently, nine agencies occupy this position. In ‘Emerging’, five. Among the ‘Springs’, two.
“We realized that many clients were at a slightly lower maturity and this opened up an opportunity for us to have this structured conversation and also to generate business. I believe that, within the fronts that the agency grew the most during this year, were on the fronts of data and establishing processes so that clients could use artificial intelligence in the best way. I see that the framework helped us not only increase the maturity of our team and the maturity of the client, but also to generate business and business benefits for the company. agency”, highlights Willie Taminato, CEO of EssenceMediacom Brasil.
“This type of program helps us a lot to guide what services we will develop, how we will structure our offers to customers, how we will price this type of offers. I see that, in addition to making us proud, this partnership with Google helps us structure the agency and differentiate ourselves, especially in tech and advanced projects”, points out Adriano Nadalin, CEO of i-Cherry.
“Creativity needs to be based on data, on assertiveness. The partnership with Google made us take the decision to structure and set up a martech area, which was the main pillar for us to have this acceleration, in addition to structuring a data team. Naturally, we did all the development for the strategic planning team, the media planning team and the creative team as well, because creation needs to understand that data will be the initial part of the process”, he explains. Rafaela Alves, CDMO at AlmapBBDO.
“This is the second time that we are doing something about artificial intelligence with Google and I believe that we have to be an organizational tool and the partners who will bring solutions. Unfortunately, I don’t have the resources that Google has to create something, So for us, this approach is very important, because this partnership allows us to make the best possible use of all the artificial intelligence resources that Google makes available”, says Fernando Ruocco, SVP of performance at Monks.
For the continuation of the program in 2025, Google already has new tools in development. “It’s a constant evolution and new products are always emerging. We can’t say yet, but we have several new features that will be launched in next year’s program and that we are contemplating within this structure”, reveals Aline Moda, head of agency development at Google. Big tech intends to advance increasingly on three fronts: media tools, creative tools and measurement tools.
Credit: Photo by alban on Unsplash
