In a visionary move that is set to redefine the marketing landscape, PHD Worldwide, a leading agency under Omnicom Media Group, has just launched “Ascension,” a groundbreaking publishing platform designed to explore the profound impact of Generative AI on the marketing industry. As the digital age surges forward, PHD is positioning itself and its clients at the forefront of this technological revolution, offering a clear path for brands to rise with AI.
Ascension stands out as a unique thought-leadership platform that blends human expertise with AI-generated content, creating a dynamic and ever-evolving magazine that keeps pace with the rapid advancements in AI technology. This innovative approach ensures that marketers are not just keeping up but staying ahead of the curve as they navigate the complexities of AI-driven marketing.
“PHD’s mission has always been about connecting intelligence, bringing together people, ideas, and now artificial intelligence,” said Guy Marks, CEO of PHD Worldwide. “Ascension is more than just a publication; it’s a generative resource that evolves as the world changes. It explores how AI will reshape marketing—from initial experimentation to full-scale acceleration and ultimately, to the elevation of the entire industry.”
The launch of Ascension is backed by rigorous research conducted in partnership with WARC, a global authority on marketing effectiveness. The study surveyed over 700 senior marketers and agency experts, revealing significant gaps in AI adoption and understanding. Ascension responds to these challenges with a clearly defined editorial perspective, focusing on how AI will transform seven critical marketing executive functions: Sensing, Visioning, Defining, Generating, Developing, Judging, and Actioning.
These functions are at the heart of every marketing operation, and Ascension is set to delve into how each will evolve across three distinct eras of AI development:
- The AI Experimentation Era (2024-2026): During this phase, marketers will engage in pilot projects using tools like LLMs, Diffusion models, and GenAI capabilities. This period will lay the groundwork for more profound changes as AI begins to integrate into everyday marketing tasks.
- The AI Acceleration Era (2026-2028): As AI becomes a fundamental element of marketing, its applications will mature, enhancing efficiency and effectiveness across the industry. This era will see AI taking on more significant roles, replacing or enhancing current marketing functions.
- The AI Elevation Era (2028-2030): With AI firmly established, the focus will shift to creating intelligent systems that can take over decision-making processes. This period will explore new marketing capabilities that transcend current limitations, pushing the boundaries of what is possible in the industry.
Mark Holden, Chief Strategy Officer at PHD Worldwide and the visionary behind Ascension, emphasized the importance of forward-thinking in today’s rapidly changing landscape. “To outgrow, you need to outthink. Ascension is our latest effort to provide an accurate map of the future, offering actionable insights and strategies to help businesses thrive in an AI-driven world.”
Ascension is more than just another addition to PHD’s renowned thought leadership library; it’s a vital resource for any brand looking to navigate the future of marketing with confidence. By offering a roadmap through the three eras of AI development, Ascension equips marketers with the knowledge and tools they need to adapt and succeed in an increasingly AI-dominated marketplace.
For marketers eager to explore how AI will reshape their strategies and operations, Ascension is now available online. Visit https://ascension.phdmedia.com to start your journey into the future of marketing.
PHD, part of the Omnicom Media Group, is a global leader in media strategy and innovation. With a next-generation network of tools, talent, and technology, PHD helps the world’s top brands outthink, outpace, and outgrow their competition. Headquartered in the UK, PHD operates 81 offices across 74 countries and has been recognized as the most awarded media agency network in the world according to the WARC Media 100.