• by Laurie Sullivan , Staff Writer, Yesterday

AI technology has shifted from a background tool to the central operating system that handles nearly every part of an advertising or marketing campaign. This has led some to question what will become of traditional operating systems like Windows, Android or iOS.

Will tools directly integrate within specialty operating systems, as Microsoft did with Copilot, to develop and integrate AI-enhanced creative and productivity apps? These would be specific to advertising and would require a fundamental shift from traditional "software-on-OS" to an AI-native kernel designed for creative and media workflows. 

Porting campaigns from one platform to another can seem somewhat like a strategic chess game, but what if it was completely automated? It all sounds simple, but there are typically so many nuances that some advertisers and agencies just start from scratch regardless of available options.

Kevin Ryan, chief, digital and brand officer at Motivity, told MediaPost that "porting" is an “interesting idea,” but depending on the size of the account, it can be a massive undertaking, because it’s never "a 'push a button, done in 10 minutes' thing."

Advertisers still must manually verify budgets and bids, he explained, and that can be an issue. Then there is the tagging and targeting matching — areas that also take time.

“Imagine that on a huge account,” he said. “Ad extensions also can differ.”

Ryan says that sometimes advertisers don't make the effort to port the campaigns, because it’s easier just to recreate them.

“Also, there is the untold one site knowing the other’s bid amounts and ROAS data, but that’s off the porting topic and on the policy.”

Adthena this week released a free migration tool called "AdBridge," which runs on AI and converts Google Ads campaigns into formats accepted by the ChatGPT Ads platform.

While there is no one fixed number for the amount of time it takes to migrate the campaigns, Adthena is marketing the tool as an automated "migration wizard" that completes the setup "before your next coffee."

There are several tools that do this, specifically from Google and Microsoft, but this one is based on AI and a wealth of historic data from Adthena to suggest what works and does not for a specific audience. 

AI seeded into an OS for creative and media could automatically run research and deliver results.

Global market research company Ipsos today announced an "AI-Augmented Moderation" tool built with Creative|Labs, as it expands its "ad evaluation portfolio." The tool is designed to take qualitative research and combine it with human expertise and AI. (It is not integrated into an OS.)

AI-Augmented Moderation is grounded in Ipsos’ expertise in prompt engineering, data science, and validated data sets, to conduct multiple parallel deep-dives and synthesize key learnings in real-time.

This new capability is available globally and delivers quantitative insights on the same day as requested. This means that Ipsos has dramatically increased the speed and scale of its creative testing. 

Ipsos studies show how ads develop through early-stage evaluations. Findings show the ads can generate a more than 48% lift in creative effectiveness versus those that skip this step.

By scaling the volume of 1:1 consumer interviews, the migration tool can accelerate the process.  

MediaPost reached out to Microsoft about OS changes, but as of the publication date, the company has not responded.