Brands and agencies are shifting from asking why about AI to answering how, according to IAB summit discussion. WPP spent two years consolidating AI across creative, production and media teams, centralising governance at holding company level due to high capital requirements. Yum Brands built an AI factory using first-party data. https://www.marketingdive.com/news/how-brands-agencies-are-operationalizing-ai-as-the-tech-matures/816241/ #Marketing #Strategy #AI #WPP