Why media agency execs are attending tech shows in greater numbers as AI disrupts their businesses

As Nvidia’s GPU Technology Conference (GTC) kicked off this week in San Jose, Calif., a few holding company agencies attended and spoke to get a sense of how much computing and artificial intelligence will grow in the next few years — and what that could mean for the advertising industry.

With AI’s rapid development recently headlining many trade shows and tech conferences like GTC and CES, agencies are increasing their presence on the ground not only to showcase their client projects but also to work more closely with tech providers, like Nvidia, to create proprietary software and AI tools.

As one of the two agencies agencies at GTC this year, this was Media.Monks’ first time at GTC (and Nvidia’s first in-person conference since the pandemic) and co-founder Wesley ter Haar said it will remain “definitely on the calendar moving forward.” In reflecting on Nvidia president Jensen Huang’s keynote on Monday, ter Haar said he believes next-gen computation and AI will advance faster than expected as graphics processing units get better.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.