How Media By Mother’s CEO wrote a quick, noteworthy pitch using generative AI

This is a story about how generative AI helped a media agency CEO do the job of several people over the course of a few days.

It’s the experience that Dave Gaines, the CEO of Media By Mother, had when he was asked to deliver an RFI, which led to an RFP, for a global multinational client — just as the December holiday break was starting. Gaines declined to name the client, but it was a sizable pitch that would ordinarily take a team of people at least a few days if not weeks to assemble.

“AI in particular is forcing some changes that are necessary for all of us,” Gaines told Digiday. “AI is going to fundamentally reshape what it costs us to ask a question. Because sometimes, a client asks a question and it triggers six or seven people having to sit down and work out what the answer is. And that’s not necessary.”

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