Broadcasters losing out on ad revenue due to generative AI tools, Futuri says

Marketers are using ChatGPT, Gemini and other programs to determine where they spend — and the tools are pushing ad buyers away from broadcast radio and TV.

Marketers are using artificial intelligence tools like OpenAI’s ChatGPT and Google Gemini to develop advertising budgets at a higher rate these days, but their use of mixed media models (MMMs) and large language models (LLMs) are producing unreliable outcomes because they often lack reach, relevance and outcomes-based data from traditional broadcast radio and TV.