文|  IAA Global, IAA 國際廣告協會台北分會

因應巨變的國際經濟與蓬勃發展的人工智慧，重塑廣告產業的關鍵策略與轉型

▎一、人工智慧技術的採用
       行銷代理商正越來越多地整合人工智慧驅動的工具和技術，以提高行銷活動的效率、精準度與個人化。人工智慧提供無與倫比的數據分析能力，使代理商能夠獲得切實可行的洞察，自動化日常任務，並精準快速地提供具針對性的行銷策略。這種轉變不僅優化了營運成本，也提升了為客戶提供的價值主張。

▎二、轉向敏捷模式
       經濟不確定性促使企業轉向更敏捷的商業模式。行銷代理商正在積極提升客戶互動、團隊架構和服務交付的靈活性，以快速適應不斷變化的市場環境和客戶需求。這包括採用可擴展的解決方案和靈活的定價模式，以適應客戶的預算限制和不同的需求。

▎三、人才發展投資
       隨著人工智慧改變行銷格局，企業更加重視員工技能的提升與再培訓。各大機構正在投資培訓項目，使其團隊掌握有效利用人工智慧工具的必要技能，同時促進創新和創造力，以補充自動化流程。

▎四、加強客戶協作

       在經濟不確定時期，建立更緊密的客戶關係至關重要。行銷傳播機構正在強化其客戶協作策略，提供以策略合作夥伴關係而非單純提供服務為重點的諮詢服務。這包括與客戶緊密合作，共同打造針對特定業務挑戰的客製化解決方案。

▎五、服務產品多元化
       為了降低經濟波動帶來的風險，各大機構正在多元化其產品組合，以涵蓋新的服務和收入來源。這可能包括拓展新興市場、提供數位轉型諮詢服務或開發客戶可直接利用的專有人工智慧解決方案。

▎六、關注符合道德規範的人工智慧實踐
       隨著人工智慧在行銷傳播策略中變得越來越不可或缺，各大機構也越來越重視道德考量。這包括確保人工智慧驅動的決策過程的透明度、保護消費者資料隱私以及解決人工智慧演算法中的偏見，以維護客戶和消費者的信任和信譽。

KEY STRATEGIC SHIFTS RESHAPING ADVERTISING SECOTR 

IN RESPONSE TO THE GLOBAL ECONOMY CHANGE AND BOOMING AI

▎1. Adoption of AI Technologies
Agencies are increasingly integrating AI driven tools and technologies to enhance campaign efficiency, precision, and personalization. AI offers unparalleled data analytics capabilities, enabling agencies to derive actionable insights, automate routine tasks, and deliver targeted marketing strategies with precision and speed. This shift not only optimizes operational costs but also enhances the value proposition offered to clients.

▎2. Shift Toward Agile Models
The economic uncertainty necessitates a move towards more agile business models. Agencies are embracing flexibility in client engagements, team structures, and service delivery to adapt quickly to changing market conditions and client needs. This includes adopting scalable solutions and flexible pricing models that align with clients’  budget constraints and varying demands.

▎3.Investment in Talent Development
With AI altering the marketing landscape, there is a heightened focus on upskilling and reskilling the workforce. Agencies are investing in training programs to equip their teams with the necessary skills to leverage AI tools effectively while fostering innovation and creativity to complement automated processes.

▎4.Enhanced Client Collaboration
In times of economic uncertainty, fostering closer client relationships becomes imperative. MarCom agencies are enhancing their client collaboration strategies, offering consultative services that focus on strategic partnership rather than mere service provision. This includes working closely with clients to co-create customized solutions that address specific business challenges.

▎5.Diversification of Service Offerings
To mitigate the risks associated with economic fluctuations, agencies are diversifying their portfolios to include new services and revenue streams. This can involve expanding into emerging markets, offering digital transformation consulting, or developing proprietary AI solutions that clients can directly leverage.

▎6. Focus on Ethical AI Practices
As AI becomes more integral to MarCom strategies, agencies are prioritizing ethical considerations. This involves ensuring transparency in AI-driven decision-making processes, safeguarding consumer data privacy, and addressing biases in AI algorithms to maintain trust and credibility with clients and consumers alike.

Source:  McKinsey, BCG, PwC, IAB
Article:   IAA Global, IAA Chinese Taipei Chapter
McKinsey（McKinsey & Company）, BCG（Boston Consulting Group）,
PwC（PricewaterhouseCoopers）, IAB（Interactive Advertising Bureau）

（資料來源：台北市廣告代理商業同業公會 廣告年鑑第37輯）