2RM and Generative AI: Where We’ve Been and Where We’re Going

As we move forward in 2024, it's clear that this will be the year when generative AI tools really start to be incorporated into agency workflows. While there were a number of ways we began using these tools last year — to illustrate storyboards for video concepts, for instance — 2024 will most certainly see deeper and more widespread adoption across the industry and at 2RM.

Part of the reason for limited adoption in 2023 was because it was often difficult to use these tools inside our traditional workflow. But that is quickly ending as software and tech companies begin incorporating generative AI tools directly into the tools we use every day. Metaphorically, 2023 gave us the smartphone (the base platform for AI) … 2024 will give us the app store (the software that runs on top of it). Let’s take a deeper dive into what to expect with AI in 2024.

On the creative and content side of our work, the fusion of AI is set to revolutionize the way designers and writers and other creators do what they do — create. These tools, at their best, can redefine the boundaries of what is possible. Complex projects that were once too time-consuming or costly will now be within reach, thanks to AI's ability to augment human creativity. Designers will experiment with AI-generated visuals, while writers will leverage AI to produce richer, more diverse content for a global audience.

Our digital teams are poised to embrace generative AI in a multitude of ways. From coding to data analysis, AI tools will offer unprecedented efficiency and accuracy. AI's capability to compile, analyze, and visualize information will not only streamline data and measurement processes but will help us uncover insights that were previously hidden. Media buying and audience targeting will become more intelligent and precise, driven by AI's ability to process and interpret vast amounts of data. This shift will enhance the effectiveness of digital campaigns to offer clients a competitive edge in an increasingly data-driven industry.

Recognizing the transformative potential of generative AI, 2RM has taken proactive steps to integrate this technology into our agency's fabric. A pivotal part of this initiative is our cross-functional AI Taskforce. This dedicated team is the driving force behind our AI integration strategy, ensuring that we are not just keeping pace with developments but are at the forefront of this technological revolution. This cross-functional group is working together to stay on top of developments, evaluate tools, set agency AI policies, train our internal teams, and advocate for broader use of the technology.

As 2024 unfolds, the impact of generative AI on the creative and digital landscapes is undeniable. At 2RM, we're not just observing this shift — we're working to actively shape it for the clients we serve. By embracing AI, we're opening doors to uncharted territories of creativity and efficiency. This journey is about more than just keeping up with technology; it's about reimagining what's possible in the world of marketing and beyond. The future is not just AI-assisted; it's AI-inspired, and we couldn’t be more excited about where this evolution is taking us.

Connect with us today to discuss how together we can use new tools to explore creative and digital ideas to help you reach your B2B marketing goals.