{"id":20728,"date":"2023-05-29T00:00:00","date_gmt":"2023-05-29T05:00:00","guid":{"rendered":"https:\/\/tomilli.com\/en\/the-impact-of-ai-on-marketing-from-algorithms-to-artistry\/"},"modified":"2026-02-25T14:06:25","modified_gmt":"2026-02-25T19:06:25","slug":"the-impact-of-ai-on-marketing-from-algorithms-to-artistry","status":"publish","type":"post","link":"https:\/\/tomilli.com\/en\/the-impact-of-ai-on-marketing-from-algorithms-to-artistry\/","title":{"rendered":"The Impact of AI on Marketing: From Algorithms to Artistry"},"content":{"rendered":"<p><span dir=\"ltr\">The potential of AI is captivating; the hype surrounding it undeniable. Its world-changing capability,<\/span><span dir=\"ltr\">\u00a0coupled with the speed at which it has improved in quality, is pointing undeniably towards a future<\/span><span dir=\"ltr\">\u00a0of ubiquity.<\/span><\/p>\n<p><span dir=\"ltr\">But AI is like wisdom in a box. This box, when opened, can be one of two distinctly different things.<\/span><span dir=\"ltr\">\u00a0One option is being a horn of plenty: a cornucopia of possibility that allows us to be exponentially<\/span><span dir=\"ltr\">\u00a0more productive than ever\u2014the ultimate supplement to human potential, reorienting our expectations<\/span><span dir=\"ltr\">\u00a0and opening new possibilities for how humans spend their valuable and finite time on earth.<\/span><span dir=\"ltr\">\u00a0The other possibility is that AI is Pandora\u2019s box, and that opening it will be the collective crossing<\/span><span dir=\"ltr\">\u00a0of a line\u2014disrupting, and, according to some people, destroying what makes us human.<\/span><\/p>\n<p><span dir=\"ltr\">Whichever it ends up being, there\u2019s little doubt that AI is here to stay. It has, in some ways, broken<\/span><span dir=\"ltr\">\u00a0the \u201chype cycle\u201d that most preceding emerging technologies endured (or fell prey to).<\/span><span dir=\"ltr\">\u00a0Think of the metaverse, which went from the peak of inflated expectations to the trough<\/span><span dir=\"ltr\">\u00a0of disillusionment at breakneck speed. AI, in contrast, seems to be skipping the trough altogether,<\/span><span dir=\"ltr\">\u00a0jumping from the peak of expectations straight to the plateau of productivity.<\/span><\/p>\n<p><span dir=\"ltr\">David Ogilvy once said that we \u201c<\/span><span dir=\"ltr\">pursue knowledge the way a pig pursues truffles.<\/span><span dir=\"ltr\">\u201d This paper<\/span><span dir=\"ltr\">\u00a0represents our search for knowledge about AI and its potential impact on how brands communicate<\/span><span dir=\"ltr\">\u00a0with their audiences. As an agency committed to driving impact, we must be willing to explore and<\/span><span dir=\"ltr\">\u00a0exploit any tool, process, or capability that enables us to uncover the ideas that ultimately create that<\/span><span dir=\"ltr\">\u00a0impact.<\/span><\/p>\n<p><span dir=\"ltr\">Thus, we are equally excited and cautious about AI. It is our responsibility to learn as much as we<\/span><span dir=\"ltr\">\u00a0can about it, and about the potential it holds, so that we understand how it can effectively be used<\/span><span dir=\"ltr\">\u00a0to benefit our clients, as well as society as a whole. This paper serves as a starting point for that<\/span><span dir=\"ltr\">\u00a0exploration. It serves as our first peek inside the box.<\/span><\/p>\n<p><em>Foreword<\/em><\/p>\n<p><em>Antonis Kocheilas, Global CEO, Advertising<\/em><\/p>\n<p><em>Contributors<\/em><\/p>\n<ul>\n<li><em><span dir=\"ltr\">Alexandros Kentritas,<\/span><span dir=\"ltr\">\u00a0<\/span><span dir=\"ltr\">Account Manager<\/span><br \/>\n<span dir=\"ltr\">Olga Malissova,<\/span><span dir=\"ltr\">\u00a0<\/span><span dir=\"ltr\">Art Director<\/span><br \/>\n<span dir=\"ltr\">Valantis Paschalidis,<\/span><span dir=\"ltr\">\u00a0<\/span><span dir=\"ltr\">Social Media Content Creator<\/span><br \/>\n<span dir=\"ltr\">Agustin Prats,<\/span><span dir=\"ltr\">\u00a0<\/span><span dir=\"ltr\">Data and Automation Director<\/span><br \/>\n<span dir=\"ltr\">Theodora Theocharidi,<\/span><span dir=\"ltr\">\u00a0<\/span><span dir=\"ltr\">Social Media Executive<\/span><br \/>\n<span dir=\"ltr\">Nikolaos Tsakonas,<\/span><span dir=\"ltr\">\u00a0<\/span><span dir=\"ltr\">Head of Social<\/span><\/em><\/li>\n<\/ul>\n<p>Taken from: https:\/\/www.ogilvy.com\/ideas\/impact-ai-marketing-algorithms-artistry<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The potential of AI is captivating; the hype surrounding it undeniable. Its world-changing capability,\u00a0coupled with the speed at which it has improved in quality, is pointing undeniably towards a future\u00a0of ubiquity. But AI is like wisdom in a box. This box, when opened, can be one of two distinctly different things.\u00a0One option is being a<\/p>\n","protected":false},"author":1,"featured_media":16735,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[466],"tags":[],"class_list":{"0":"post-20728","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing-trends"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Impact of AI on Marketing: From Algorithms to Artistry - Tomilli<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tomilli.com\/en\/the-impact-of-ai-on-marketing-from-algorithms-to-artistry\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Impact of AI on Marketing: From Algorithms to Artistry - Tomilli\" \/>\n<meta property=\"og:description\" content=\"The potential of AI is captivating; the hype surrounding it undeniable. Its world-changing capability,\u00a0coupled with the speed at which it has improved in quality, is pointing undeniably towards a future\u00a0of ubiquity. But AI is like wisdom in a box. This box, when opened, can be one of two distinctly different things.\u00a0One option is being a\" \/>\n<meta property=\"og:url\" content=\"https:\/\/tomilli.com\/en\/the-impact-of-ai-on-marketing-from-algorithms-to-artistry\/\" \/>\n<meta property=\"og:site_name\" content=\"Tomilli\" \/>\n<meta property=\"article:published_time\" content=\"2023-05-29T05:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-25T19:06:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/tomilli.com\/en\/wp-content\/uploads\/2026\/02\/The-Impact-of-AI-on-Marketing-From-Algorithms-to-Artistry.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"628\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Tomilli Team\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Tomilli Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/tomilli.com\/en\/the-impact-of-ai-on-marketing-from-algorithms-to-artistry\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/tomilli.com\/en\/the-impact-of-ai-on-marketing-from-algorithms-to-artistry\/\"},\"author\":{\"name\":\"Tomilli Team\",\"@id\":\"https:\/\/tomilli.com\/en\/#\/schema\/person\/a45b60f44cae37b99e5b16e3270a07af\"},\"headline\":\"The Impact of AI on Marketing: From Algorithms to Artistry\",\"datePublished\":\"2023-05-29T05:00:00+00:00\",\"dateModified\":\"2026-02-25T19:06:25+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/tomilli.com\/en\/the-impact-of-ai-on-marketing-from-algorithms-to-artistry\/\"},\"wordCount\":397,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/tomilli.com\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/tomilli.com\/en\/the-impact-of-ai-on-marketing-from-algorithms-to-artistry\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/tomilli.com\/en\/wp-content\/uploads\/2026\/02\/The-Impact-of-AI-on-Marketing-From-Algorithms-to-Artistry.jpg\",\"articleSection\":[\"Marketing trends\"],\"inLanguage\":\"es-CO\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/tomilli.com\/en\/the-impact-of-ai-on-marketing-from-algorithms-to-artistry\/\",\"url\":\"https:\/\/tomilli.com\/en\/the-impact-of-ai-on-marketing-from-algorithms-to-artistry\/\",\"name\":\"The Impact of AI on Marketing: From Algorithms to Artistry - 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