What should advertisers do to capture the full benefits of AI?

To fully leverage the advantages of AI in advertising, uncapping budgets allows for greater flexibility and responsiveness to data-driven insights. When budgets are not limited, advertisers can experiment more freely with AI-powered algorithms that optimize ad spend across different channels and campaigns. This adaptability enables brands to tap into opportunities in real time, ensuring that they can maximize their reach and effectiveness based on AI-generated recommendations.

By allowing for unbounded spending, advertisers can also gather more data, leading to improved machine learning models that refine targeting and enhance campaign performance. This approach can significantly increase the chances of reaching the right audience at the right time, ultimately driving better results.

In contrast, limiting budgets restricts the capacity to harness AI's full potential, as many AI tools require sufficient data and budget to optimize effectively. Automating only Search campaigns or focusing on traditional marketing methods does not take full advantage of the versatility and strength of AI across various platforms and formats.