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Generative Publishing Platform Connects Human and Artificial Intelligence to Enable Experimentation, Acceleration and Elevation of AI as a Fundamental Element of Marketing Functions and Solutions
LONDON, Aug. 20, 2024 /PRNewswire/ — Omnicom Media Group agency PHD Worldwide has launched Ascension, a publishing platform offering a comprehensive and ongoing exploration of the impact of Generative AI on the marketing industry; and how clients and agencies alike will need to evolve their organizations and offers to effectively leverage the technology to drive business growth.
Unique among agency thought-leadership platforms, Ascension is a generative magazine that blends human and AI-generated content to capture the latest advancements and insights in the rapidly evolving field of AI.
“PHD’s mission is defined as Intelligence. Connected. – bringing everyone and everything together. And today, that includes artificial intelligence,” says PHD Worldwide CEO Guy Marks. “As a generative publication that evolves as the world updates, Ascension explores how AI is going to reshape marketing—from initial experimentation to full acceleration and eventual elevation – and provides actionable information and insights to help us, and our clients, to rise with AI.”
Editorial Perspective Informed by Research
To ensure content that best serves marketers’ needs – and does more than simply add to an already cluttered and confusing generative AI information landscape – PHD partnered with WARC to benchmark AI perspectives, surveying more than 700 senior marketers and agency experts. The findings revealed significant gaps in desire vs adoption, and perceived vs actual AI knowledge; conflicting expectations around the functional impact; and subjective interpretations of the evolutionary timeline. Â
In response, Ascension offers a clearly defined editorial perspective: exploring the impact of AI across seven distinct marketing executive functions; and mapping how these functions will evolve across three specific adoption stages.Â
The Ascension Seven
Ascension identifies the seven different executive functions that are required as part of the day-to-day development of marketing communications:
With the research revealing that marketers see higher impact across the Defining,  Generating, Developing and Actioning functions,  Ascension will:
The Three Eras of AscensionÂ
Understanding that marketers need to be able to assess AI actioning in the context of the broader marketplace evolution, Ascension provides a developmental road map from this moment in time to the end of the decade that encompasses three distinct eras:
PHD Worldwide Chief Strategy Officer Mark Holden, who conceived and architected Ascension said “To outgrow, you need to outthink. An important part of that is providing an accurate map of the future. That’s why PHD has always emphasized thought leadership, with the latest being their “Ascension” project. This comprehensive initiative explores AI’s impact on marketing, offering insights and practical advice to help businesses adapt and thrive in an AI-driven landscape.”
Ascension is the latest addition to PHD’s thought leadership library – a collection that includes seven books exploring meaningful change moments over the past decade. To access visit https://ascension.phdmedia.com.
ABOUT PHD
PHD, an Omnicom Media Group Agency, helps the world’s leading brands outthink, outpace, and outgrow the marketplace with a next-generation network of tools, talent and technology engineered for connected intelligence. Collaborating on the AI-powered Omni operating system, 6500 people in 81 offices across 74 countries connect data, technology, and human expertise to deliver modern media solutions that drive brands and businesses forward. Headquartered in the UK, PHD is currently the most awarded media agency network in the world according to the WARC Media 100, an independent ranking of campaigns and companies for creativity and innovation; and was named 2024 Global Media Network of the Year by leading US advertising publication Adweek.
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View original content:https://www.prnewswire.co.uk/news-releases/phd-launches-ascension-to-help-brands-rise-with-ai-302226431.html
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