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Forum3’s software lab is introducing Spok, an ad tech product that positions itself as an all-in-one marketing assistant, with the potential to eventually replace entire marketing departments. This development might be welcomed by some, though likely not by marketers feeling the pressure. As expected, it’s powered by AI.
“We’re focused on building an AI marketer, rather than just another AI tool,” says Forum3’s co-founder and CEO.
Spok is designed to handle strategy rather than content creation. It claims to use proprietary information from websites to identify objectives, target audiences, core products, and potential competitors. Following this, it scans the internet to develop content strategies and identify suitable media channels. Essentially, it performs tasks that marketers and their agencies already handle, but supposedly faster and at a lower cost.
As with many AI innovations today, it seems to repurpose what is already known. This raises the question: how can advertisers gain new insights about their brand or discover new ways to convey their message? Yet, this appears to be the current trend—repackaging familiar concepts with a new, polished label.