For the last four years, the ad industry has been figuring out and experimenting with what it can do with generative AI. Now, it’s confronting an awkward reality: limitations that lie with the technology.
In August, companies faced some of the less glamorous realities of deploying the technology at scale: imperfect performance, limited controls, and questions about who is responsible when things go wrong.
Omnicom, for one, made a major bet on building its own AI platform, Omni, and staffing it with hundreds of employees. Now, just months after showing off its revamped version, the holding company quietly moved more than 460 people who built and operated the platform to third-party contractor Endava, while also cutting some product and engineering positions.
