Effective Strategies for GenAI in Advertising
Presented by Michael McCarthy, senior director of AI, sales, and business solutions, Hearst Newspapers, Katherine Scarrow, Deputy Head of Globe Content Studio, The Globe and Mail
About this Webinar
How to use GenAI effectively in advertising is the focus of an INMA Generative AI Initiative Webinar featuring Michael McCarthy, senior director of AI, sales, and business solutions at Hearst Newspapers, and Katherine Scarrow, manager of creative strategy at Globe Content Studio.
The Webinar, hosted by Sonali Verma, INMA Generative AI Initiative lead, will dive into how technology can help the ad sales team be more effective. As content marketing teams use GenAI, where tools like Midjourney, Runway, and ChatGPT are changing the creative landscape, how can they use this technology responsibly while maintaining trust and brand integrity?
Michael and Katherine will share insights from hands-on testing of AI-powered tools. From task prioritisation to refining prompt techniques to navigating legal and ethical considerations, they will break down what’s working and what’s not.
About Globe Content Studio
Globe Content Studio is the content marketing division of The Globe and Mail, helping brands tell compelling stories through sponsored content, social campaigns and multimedia storytelling. The Globe and Mail, founded in 1844, is Canada's foremost news media company, reaching over 6 million readers every week. It has won more national newspaper awards than any other news organization in Canada, and has been honoured with multiple Michener Awards for public-service journalism.
About Hearst
Hearst Newspapers has approximately 2,600 employees across the United States, and publishes 24 dailies and 52 weeklies, including the Houston Chronicle and the San Francisco Chronicle,Times Union (Albany, New York) and San Antonio Express-News. It also operates digital marketing services and directories businesses under the LocalEdge brand.