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Forbes
13 hours ago
- Forbes
From Reactive To Revolutionary: 3 Ways AI Is Modernizing Ad Operations
Written by Carlos Araujo, VP, Global Business Applied AI For today's marketing leaders, the operational landscape has become a paradox of opportunity and complexity. The pressure to deliver personalized experiences at a global scale while proving efficiency and ROI has stretched teams, tech, and budgets to their limits. The era of incremental gains through manual optimization is already over. The future of marketing is evolving, and with it, a new way of operating is emerging. We believe artificial intelligence will empower marketers to drive incremental growth for the business through augmentation, evolving ad operations specialists from tactical executors to strategic conductors of intelligent systems. Below are three operational trends marketers should be thinking about as they prepare their teams for the future. 1. Agentic capabilities unlock big picture thinking The future of work involves transforming our relationship with technology, shifting from passive tools to active, intelligent partners. Imagine AI as a proactive teammate offering strategic advice across your digital ecosystem—from Google Ads to your CMS. This means AI will do more than flag issues; it will proactively identify growth opportunities, diagnose complex campaign problems, and even outline fixes before they impact performance. Your teams can then focus on higher-value, strategic decisions rather than tactical problem-solving. This directly addresses one of the biggest bottlenecks in marketing: the delay between insight and action. Agentic AI dramatically shortens this cycle. Learning from vast datasets, agents will not only recommend actions but, with your approval, execute them. Think of AI building entire ad groups in Google Ads, quickly surfacing critical trends in Analytics, or even executing fixes for campaign issues—much like our Help Guide beta provides dynamic solutions and diagnostic workflows. Solutions like these transform lengthy, technical text into a streamlined workflow where AI suggests precise actions, enabling faster, more strategic decisions and blurring the lines between content and service. 2. Technological scaling decentralizes ad operations Exceptional support is foundational to effective ad operations. To continuously improve the Google Ads Help Center experience for millions of weekly visitors, we're leveraging intelligent systems that analyze user behavior and support ticket data. These insights help Google AI autonomously identify knowledge gaps on our Help Center and create new content, alongside refining our nearly 15K published support articles. Our objective is to transform static resources into a dynamic, self-improving knowledge base. The result for your teams is immediate access to more accurate and actionable guidance, enabling them to set up and manage campaigns more effectively and efficiently. What's more, we're empowering in-market teams to run their own campaigns, now with deep local understanding—a major step up from traditional centralized models. Historically, achieving local nuance required extensive regional teams and high operational overhead, but we believe AI is changing this dynamic. As of July 2025, the Google Ads Help Center offers real-time chat translation in over 26 languages. Multilingual help content and chat support means local teams can quickly find answers. It fosters a global operational model where regional expertise drives strategic agility, allowing your brand to execute global campaigns with the speed and consistency of a local one, breaking down barriers to truly scale growth across markets. 3. Big bets are being made on the engine room Effective ad operations teams are critical for the success of your digital advertising, particularly those who painstakingly sift through technical documentation to troubleshoot complex issues or implement new features. These are the individuals with "hands on keyboards everyday," meticulously managing the software that runs the ad campaigns that fuel your sales funnels. They are the backbone that translates strategic vision into tangible results. We understand the immense value and tireless effort put forth by these essential teams. To support them, we're investing in robust tools like Marketing Advisor, which will live inside the Chrome browser and is being developed to help advertisers manage marketing tasks across different platforms. Investment here isn't just about achieving operational efficiency; it's about unlocking precious time and shifting the thinking of these teams from mechanics to engineers. Ultimately, the future of marketing hinges on a collaborative relationship between human expertise and advanced AI. By embracing intelligent, agentic capabilities, leveraging technological scaling, and investing in the foundational 'engine room' of ad operations, marketing leaders can unlock unprecedented efficiency, performance, and strategic agility, meeting evolving expectations and driving impactful decisions in an increasingly complex digital landscape.
Yahoo
18 hours ago
- Yahoo
Vena Recognized as a Leader With Outstanding Overall Rating in 2025–2026 Performance Management Vendor Landscape Matrix from BPM Partners
Vena leading the pack in budgeting and planning and overall customer satisfaction with strong performance in six other categories TORONTO, July 29, 2025--(BUSINESS WIRE)--Vena, the only Complete FP&A platform powered by agentic AI and purpose-built to fully amplify the Microsoft technology ecosystem, today shared its eight total Outstanding and Excellent rankings in the new 2025–2026 Performance Management Vendor Landscape Matrix (VLM) produced by BPM Partners, the leading independent authority on business performance management. Vena was ranked as an all-around Outstanding provider, the highest possible ranking, with a score of 4.69 out of 5, signaling its ongoing success in providing customers with a holistic financial planning solution that meets their needs. In addition to its overall ranking, Vena was a Top-rated provider in the Budgeting and Planning and Customer Support categories with scores of 4.85 and 4.62 respectively, well above competitors in both categories. The company also earned Excellent rankings in the following five categories: Performance and Scalability, Financial Reporting, Financial Consolidation, Finance Self-Sufficiency and Ease of Use. The VLM found Vena's key strengths to be its intuitive interface, the platform's flexibility, the low total cost of ownership and its integrated business planning and AI-powered capabilities. In BPM's report, 73% of survey respondents ranked the use of AI in CPM as either important or very important, showcasing Vena's future-forward focus and emphasis on providing customers solutions that integrate with the platforms they already know and trust. Vena is leading the way in FP&A with its agentic AI deployments and integrations, including industry-first reporting and analytics agents as well as Vena Copilot for Microsoft Teams, an integration that brings these powerful tools directly into business workflows and collaborations. "Our VLM score jumped from 4.54 last year to 4.69 this year—concrete proof that Vena's AI-powered, customer-oriented approach is resonating more than ever with customers around the world," said Hugh Cumming, CTO of Vena. "We are particularly honored by the continued recognition for our integration capabilities. During times of volatility, a business needs better information flow and increased agility. Vena's integration and AI features help finance teams make more strategic decisions faster." Finance teams are facing more pressure to provide fast and accurate information, reflected in 67% of VLM respondents saying pre-built templates were important or very important to them when evaluating a vendor's platform. In addition to its native integration with the Microsoft technology ecosystem, Vena offers a quick startup time and easy adoption no matter the industry, thanks to its robust library of 50+ pre-built templates that include everything from Power BI dashboards to employee growth kits. "The VLM is an invaluable tool for anyone looking to purchase, upgrade or replace a performance management system," said Craig Schiff, President and CEO of BPM Partners. "We currently track more than 50 vendors that provide software to address one or more aspects of business performance management and related business intelligence. Only the most active vendors competing for and successfully delivering BPM solutions are included in the VLM report, and Vena is certainly making its mark." From high-growth startups to global enterprises, finance and operations teams are turning to Vena to unify their planning in a single platform that's fast to deploy, flexible to use and powered by the tools finance teams already trust—Excel, Power BI, Teams and more. With agentic AI, real-time analytics and a seamless Microsoft-native user experience, Vena empowers finance leaders to go beyond the numbers and make confident, insight-driven decisions that move their business forward. To learn how companies are planning with confidence using Vena, visit our Customer Stories. To download a copy of the 2025–2026 Performance Management Vendor Landscape Matrix (VLM) report produced by BPM Partners, click here. About Vena Vena is the only agentic AI-powered FP&A platform purpose-built to harness the full power of the Microsoft technology ecosystem for finance teams everywhere. Vena amplifies Microsoft's world-leading productivity tools, cloud technology and AI innovation to make FP&A, operational planning and adjacent strategic processes more flexible, efficient and intelligent. Thousands of the world's leading companies rely on Vena to power their planning. For more information, visit View source version on Contacts Media Contact: For immediate inquiries or more details regarding our latest business news, please contact:Jonathan PaulVice President, Content Marketingjpaul@
Yahoo
19 hours ago
- Yahoo
'AI models in Vogue?' Guess ad sparks uproar
Vogue and Guess are under fire for the label's use of an AI model in an advert within the magazine's latest issue. In Vogue's latest issue, a two-page Guess ad features a model sitting at a table while wearing a pale blue romper detailed with creme floral mesh appliqué, and the same model leaning against a wall in a black-and-white chevron-patterned maxi dress, with a coordinating handbag. In fine print in the corner of the ad reads: "Produced by Seraphinne Vallora on AI." Reactions to the use of an artificial intelligence-generated model has been swift. Social media commentary have been harsh, especially toward Vogue, with calls to discontinue support for the magazine. "boycott Vogue NOW! they're pushing out models for AI, devaluing hard work and art of real people," one user wrote on X. "Had to end the Vogue magazine subscription I've had for years because the latest magazine used AI models ??? In Vogue? AI models in Vogue?" another person wrote. Others shared disappointment that a real model was not used. "so many models wanting to appear in vogue, only for them to end up using AI models," one person wrote. "No actual human being has body proportions naturally like this with that symmetrical of a face and that airbrushed of of skin," YouTuber Isabel Brown said in a reaction video. "There already was major societal backlash to magazines trying to make women look completely unattainable and not realistic whatsoever." Guess has yet to post the advertisement on its social media pages. That has not stopped commenters from calling out the clothing company on other posts. USA TODAY has reached out to Vogue and Guess for comment. Seraphinne Vallora responds to AI, Vogue backlash The one company that has come out about the ad is its creator, Seraphinne Vallora. Described as an "AI-driven" marketing agency, the company's work has also been seen in Elle, Grazia, the Wall Street Journal, FT Magazine and Harper's Bazaar, according to the company's website. "Why can't engineers, graphic designers, 3D artists, coders, architect -any kind of creative- build beauty too?" the company said in a July 27 Instagram post. "And funnily enough, we actually hire photographers and models as part of our workflow," the company added, "we understand people may think Al will be replacing jobs, but in reality, it's just like any other tool in the design industry and it CREATES jobs, because this images are Al-Driven but made by HUMANS, CREATIVES AND DESIGNERS." H&M made headlines earlier this year when it announced it planned to make digital clones of its models, though it's "exploring" how to do so in "a responsible way." This article originally appeared on USA TODAY: Vogue AI model sparks uproar after Guess ad
