AdExchanger Making Your Brand Matter To The Models
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Nov 25, 2025 In this engaging discussion, Tracy Morrissey, SVP of Media and Performance at Innocean USA, shares her journey from diverse roles in tech and advertising to leading Gen AI initiatives. She dives into how brands can shape their presence with large-language models, while emphasizing data strategies and low-risk testing. Tracy also addresses the challenges of tool fragmentation in AI, the importance of evolving content for LLMs, and how the landscape of media roles is shifting towards more integration with Gen AI, maintaining the need for human insight.
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Start With Business Problems And Data
- Start GenAI projects by mapping specific business challenges before picking tools.
- Build a clear data strategy and infrastructure first because tools only perform as well as your data.
GenAI Is A Wild West Right Now
- The current GenAI space feels like a 'Wild West' with many vendors and rapid change.
- Assess vendors by concrete use cases and their ability to deliver, not by hype.
Pick Vendors That Solve Unified Measurement
- Prioritize vendors that enable unified measurement and connect consumer journeys across channels.
- Favor solutions that reduce marketer resourcing and automate stitching of fragmented data.