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This editorial series examines industry trends across the media, media buying and marketing sectors as 2023 closes and the new year begins. More from the series →
Since the start of 2023, the generative AI race has created plenty of new promises and perils across marketing, media and tech. And after innumerable headlines about everything from innovation to misinformation, it’s impossible for a single story to convey the sheer volume of AI news that took place over the course of the year.
Still, we tried. Digiday compiled a look back at some of the news that’s transpired each month. This is by no means an exhaustive look or a “best of,” but instead hopefully illustrates how many issues — including legislation and litigation — have been shaped by AI in a mere year.
Rather than writing a lengthy intro about 2023, we thought it made sense to have bot — in this case Google Bard — distill our timeline as a sort of TL/DR. (We also had the bot write a poem about our timeline in the style of the Bard of Avalon, William Shakespeare.) Here’s what it wrote when asked for a paragraph summary of our timeline:
“The year 2023 was a landmark period in the field of artificial intelligence, characterized by a surge in generative AI advancements and adoption across various sectors, led by significant events such as Microsoft’s investment in OpenAI and the launch of GPT-4. This rapid growth, however, was paralleled by rising ethical, legal, and regulatory challenges, highlighted by copyright infringement lawsuits against AI companies and increased government involvement, including the U.S. Senate’s AI hearings and President Biden’s executive order. These developments collectively signaled a shift in the AI landscape, where technological innovation is increasingly intertwined with calls for responsible development and oversight.”
Microsoft further fueled the generative AI boom when it announced an extended partnership with OpenAI after weeks of reports that it had invested $10 billion into the then-small research startup. (Days before its big announcement, MSFT announced plans to lay off 10,000 employees.)
Other January news
Momentum for generative AI began building beyond just tech giants. As Meta and Snapchat rolled out new tools, agencies — including Horizon, DDB and Havas —  unveiled new generative AI capabilities for clients. Meanwhile, a wave of new AI-based marketing startups also looked for ways to compete. At the same time, more experts warned of the potentially major risks generative AI posed for misinformation, cybersecurity, data privacy and fraud.
Others February news
March was another big month for OpenAI. It debuted the long awaited GPT-4, rolled out new enterprise-grade tools and opened the AI floodgates with a new API with early partners like Snap, Instacart, and Shopify. A few weeks later, it introduced ChatGPT plugins starting with a wide range of brands including Klarna, Expedia, Kayak and OpenTable. In some ways, the APIs and plugins seemed to follow a familiar playbook similar to Google and Facebook’s APIs during their early days. However, ChatGPT also was bogged down by an outage along with some users having payment data leaked by what OpenAI described as a bug.
Other March news:
After the March debut of Midjourney v5, the next version of the popular text-to-image AI platform, photorealistic images quickly impressed many users and viewers. But the heightened curiosity surrounding some viral AI-made images — including one portraying Pope Francis wearing a Balenciaga jacket — also prompted new worries about more misinformation coming from AI-generated content.
Other April news
Discussions about AI arrive in Congress as the U.S. Senate held its first AI hearing, which was followed up by other hearings and forums in following months. The first hearing was also a first for OpenAI cofounder and CEO Sam Altman, who made his debut as a witness alongside IBM chief privacy and trust officer Christina Montgomery and NYU professor Gary Marcus.
Other May news
Major companies committed billions of dollars more to accelerate their efforts in generative AI. Following PwC’s commitment to spend $1 billion over the next three years, Accenture announced plans to spent $3 billion over the same period. Meanwhile, Salesforce said it would raise its investment commitment for generative AI startups from $250 million to $500 million. (Earlier in the year, Salesforce’s Generative AI Fund had already invested in a number of startups including Anthropic, the search company You.com and the enterprise-focused Cohere.)
Other June news
Meta and Microsoft made a mid-summer splash with Llama 2, a new open-source large language model that the companies said would be free for research and most commercial use.
Other July news
AI and other new tech showed up plenty during the 2023 FIFA Women’s World Cup. FIFA used AI to moderate content and even create a new game with AI-generated players. Meanwhile, the French telecom Orange used a deepfake for an ad about sexism in soccer and Cadbury created a new tool for fans to create posters.
Other August news
Weeks after Meta announced a number of new generative AI features for its various apps — including plans for human-like chatbots with the likenesses of real celebrities — Microsoft announced new AI “copilots” and its new AI-powered Surface laptops. Meantime, Google connected its Bard chatbot to more apps including YouTube and Gmail. Amazon also announced several big AI updates for its hardware and software products including a new LLM for Alexa and various smart devices that will be powered by it. 
Other September news
In a milestone for AI policy in the U.S., President Joe Biden signed a new executive order with the goal of avoiding AI risks while also fostering innovation. Describing AI as the “most consequential technology of our time,” Biden said the there is “no greater change that I can think of in my life that AI presents as a potential [for] exploring the universe, fighting climate change, ending cancer as we know it, and so much more.”
Other October news
OpenAI’s board suddenly ousted founder and CEO Sam Altman. A week later, OpenAI’s board agreed to rehire him along with president Greg Brockman and staving off a potential mass exodus of hundreds of OpenAI employees who threatened to quit if Altman wasn’t reinstated. Although he was soon rehired, it prompted plenty of new questions about what the startup’s suddenly mercurial state might mean for the future of generative AI. 
Other November news
Google announced its next major AI model called Gemini, which will power a range of Google products and services. (The big debut also capped off a year full of new names of various AI companies, products and platforms that have entered the cultural lexicon.) Google also faced criticism for seemingly faking part of a demo during Gemini’s big reveal.
Other December news
Influencer marketing and social media are poised for more growth in 2024 as trends from social commerce to paid media continue accelerating.
By using its own standards as well as those out of the ANA study, OMG delivered results for its own clients that it said outperformed the averages the ANA study revealed.
With more focus on data standardization and metrics, companies are turning to anomaly detection as a way of finding outliers and abnormalities in data points.
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