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title: Klick Wire
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This isn't a joke, we have a packed issue today including LinkedIn TikTok at the end...

                                                           

|    Sign Up Today   View in Browser  Issue 607 April 1   2.5x AI Spend 139% AI Increase 89% Willing to Share Gamers of All Ages 81% Say AI Better 80% Use Amazon AI     |
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|     GenAI in Business Fortune 500 is ramping AI spend 2.5x Source: Andreessen Horowitz A new report from Andreessen Horowitz surveyed 70 senior leaders of Fortune 500 companies to see what they are doing with generative AI. If you recognize the first name This is the same Marc Andreessen who brought the might of Microsoft crashing down on Netscape by expressing that "the browser is the new operating system." Spend to More Than Double   If you want to see what a company believes in, look at budgets. Projected AI budgets for 2024 are 2.5x those of 2023. Image adapted for email from Andreessen Horowitz source   OpenAI is The Current Leader, Google On Deck   When asked what models they were using, OpenAI beats the next contender, Google, by 5x for in-production projects. Image adapted for email from Andreessen Horowitz source   But that may not last forever. Google leads in testing and open source models are getting a lot of love in the C-suite. The net promoter score (NPS) of the different models shows open source "punching above its weight class." Image adapted for email from Andreessen Horowitz source   "Safe" Uses Predominate   Fortune 500 companies are proceeding cautiously as none of them want to be the next headline about AI "hallucinations." External-facing uses aren't zero but they are much lower than internal, efficiency-oriented uses. Image adapted for email from Andreessen Horowitz source   — Read the full story from Andreessen Horowitz         Social Media 139% average increase in AI in social usage Source: Hootsuite Hootsuite issued a report based on surveys of 4,281 marketers and 4,508 consumers about what to expect in 2024. We're most interested in what marketers are doing, so here are some highlights. AI Up 139% Over 8 Use Cases   Marketers are increasing AI usage across the board, and the lower usage areas are increasing the most. Image adapted for email from Hootsuite source   The average of increases is 139% and we can see that image generation is catching up to text. Marketers Like LinkedIn Most   When it comes to platform affinity, marketers really like LinkedIn the most and say they have the most confidence in the platform. Image adapted for email from Hootsuite source   But, when asked what platforms they use, it's still a Facebook world.  Chart created from data in Hootsuite report   Platform Engagement Leads in Metrics   Metrics are still focused on "vanity" measures. Chart created from data in Hootsuite report   — Read the full story from Hootsuite           Digital Health 89% of 75+ willing to share data Source: Rock Health The ninth annual Consumer Adoption Survey (of virtual care) from Rock Health is out based on results from over 8,000 US adults. In this survey the group looks at the why and how of virtual care and data sharing. Convenience Drives Adoption   It's no secret that the top reason patients like virtual care is convenience. Many would rather have a virtual appointment for convenience and we would contend that three of the answers actually roll up together under this heading. Image adapted for email from Rock Health source   Low Risk And Private Consults Top List   A full two-thirds of respondents prefer virtual visits for prescription refills, a very low-risk need. This is followed by minor issues and mental health which may also be driven somewhat by privacy. Image adapted for email from Rock Health source   Data Sharing Skews Older   This finding highlights how healthcare marketers really do need data from their constituents and cannot rely on general surveys. While most security surveys show willingness to share data skewing younger, for health data it very much skews older.  Image adapted for email from Rock Health source   While this finding might be a bit surprising, who they are most willing to share that data with isn't. Doctors once again top the list for trust.  Image adapted for email from Rock Health source   Having said that, willingness to share is down across the board from 2020 so there may have been a COVID component to previous data. Check out the full story for more data from Rock Health. — Read the full story from Rock Health         Move from hype to action with this in-depth POV on Generative AI in pharma marketing. Find out how to practically apply GenAI for impactful marketing outcomes, ensuring both innovation and compliance.   EXPLORE NOW       Gaming Gamers come in all ages Source: Activision Some first-party data from Activision looks to convince marketers to advertise on games more often. This report, The Many Ways We Play, is based on a survey of 10,202 so even if it's created with an agenda in mind (using Activision / Blizzard media offerings) it's at least likely accurate. Gamers are Old(er)   The average age of the surveyed gamers was much older than we would have expected. But, video games have technically been around since the '70s so in retrospect it makes sense. Remember, these are average ages, and are one of the defining elements of the groups. Chart created from data in Activision / Blizzard report   Gamers Have Been Gaming for Years   Like age, this is a segment identifier so there is a large variation in the average years of play. However, even the younger segment has been playing for years. Chart created from data in Activision / Blizzard report   Gamers Don't Always Self-Identify   Historically there has been a stereotype applied to anyone labeled a "gamer" and that made some groups hesitant to self-identify as one.  Result from Midjourney with the prompt "a stereotypical gamer"   However, that's changing and we see some groups much more likely to call themselves a "gamer." Chart created from data in Activision / Blizzard report   — Read the full story from Activision         GenAI in Business 81% of creators say their AI content performs better Source: BDB A new report from agency Billion Dollar Boy (BDB) compared survey results from 4,000 consumers, 1,000 content creators, and 1,000 marketers in the UK and US. They asked these groups about generative AI made by creators and the results are fascinating. Marketers and Creators Are Closely Aligned   We couldn't help but be surprised at how positive creators are on generative AI. In fact, they almost mirror marketers in their enthusiasm. Image adapted for email from BDB source   Consumers Like Content, Mistrust Use   Above, we see that consumers trail marketers and creators in their opinions about generative AI as they worry about what it will do to markets globally. They have no such qualms about the actual content though. Image adapted for email from BDB source   Funds Come From Channels That Use the Content   The way this is framed in the report is diversion of funds from different channels to generative AI content. Here, email, social, and content marketing are top of the list. Image adapted for email from BDB source   However, we notice that the top "divert" answers are also the channels that will use generative AI content the most. So, it's not so much diverting from these channels as it is using the existing content budgets on generative AI to create those required assets. Some other findings in the report: 81% of creators say their AI content got more favorable consumer engagement (we didn't forget the headline) 70% of marketers have increased spend on AI generated creator content in the past 12 months 65% of marketers plan to divert more more budget from other channels to AI creator content 60% of consumers prefer generative AI content over traditional creator content   There's a lot to like in this report and it covers a lot of ground. Marketers looking at creator-generated AI content should definitely take a look. — Read the full story from BDB         eCommerce 80% use Amazon AI-generated product details Source: Amazon Amazon has a new generative AI tool for sellers that allows them to point a listing at a public URL to generate the details automatically. Anyone who has seen strange seller names on Amazon like NVEESHOX, Fosman, or QINLIANF will immediately see the potential for abuse with this tool, namely sellers pointing at pages they don't own. For example, Amazon itself highlights how bad the counterfeit product problem is with this press release talking about how it blocked 700,000 bad actors on the platform. This fear is further validated by the Amazon screen which includes this disclaimer: Image adapted for email from Amazon source   The legitimate sellers seem to like the service though.  We always encourage sellers to review our generated product details before they submit them to our store, and already, the majority of AI-generated listings are being submitted, with sellers accepting suggested attributes nearly 80% of the time with minimal edits.   — Read the full story from Amazon         Discover how we can challenge bias in AI with this latest POV and explore the potential of GenAI to not only overcome biases but also to drive health equity and inclusive marketing. Download and learn about Klick’s strategy for nurturing GenAI with inclusion and our vision for a future where technology makes healthcare more equitable for all.    DOWNLOAD MY COPY       Generative AI Human content has higher staying power (for now) Source: NP Digital This slide was shared by the founder of NP Digital on X (Twitter) without a link to the full deck. Apparently, the company created 744 AI-only and Human-generated articles and then measured the results over time.  Image adapted for email from NP Digital source   This data suggests that the AI content wasn't "sticky" while the human content attracted repeat visitors. Here at the Wire we've used AI for research and some images but haven't been able to replicate the style with AI text nor have we found a way to help with discovery of new topics... yet. Link goes to X (Twitter) post. — Read the full story from NP Digital         Digital Health 98% of patients say device setup is easy Source: RPM Healthcare A promotional study from RPM Healthcare on its services shows how well digital devices are tolerated by patients. A full 98% say that setup was somewhat or very easy. Image adapted for email from RPM Healthcare source   Image adapted for email from RPM Healthcare source   Over 50% of patients in the program felt that their health was improved by it. For marketers thinking about using digital devices with patient populations this should provide hope that, if done well, patients can handle digital tasks as part of a program. — Read the full story from RPM Healthcare         Instagram Instagram ahead for personal care Source: eMarketer This story talks about Instagram's nano-influencers and about how they outperform with 6.23% engagement whereas TikTok "all-star influencers" work better on that platform with 4.95%. The included chart broke the platforms down by industry and "Personal Care" seems most aligned with healthcare and pharma. This industry showed a definite skew towards Instagram. Image adapted for email from eMarketer source   — Read the full story from eMarketer         Regulatory FDA guidance on RWE points to new claims Source: MM+M MM++M reports on the newly-released draft guidance "Real-World Evidence: Considerations Regarding Non-Interventional Studies for Drug and Biological Products." This guidance is open for comments and discusses options for pharma companies to use real-world evidence (RWE) to create the ability to make additional claims about a drug outside of its label.  Payers, providers and pharma companies can “know more about safety and effectiveness because of how massive their data is about real-world usage,” explained Dale Cooke, an industry attorney and owner of PhillyCooke Consulting. “FDA is responding to that and saying, ‘If you can gather up this type of data, then there are ways to get that into your approved label.’”   Perhaps surprisingly neither the FDA guidance nor the MM+M article talk about using AI to sift through this data. Maybe it's assumed or maybe it's an opportunity for an aspiring team. Either way, it is likely on the horizon. — Read the full story from MM+M         Privacy Meta pixels not off the hook with updated HHS guidance Source: Fierce Healthcare The issue of using Meta and Google pixels for website tracking hasn't gone away for hospitals, they have been dealing with the legal fallout. The Department of Health and Human Services (HHS) updated its guidance about healthcare providers using tracking technologies on websites.  The update states that not all visitors to a provider website would trigger the PHI interpretation for tracking pixels. Some visitors may be coming for non-health related purposes. The problem with this is obvious, the exclusion requires the website to "read the person's mind" to know their intent if they want to use a tracking pixel. Put another way, the changes in the guidance are “basically that when a user is not logged in to the secure portion of the website, PHI is created based on a website visitor’s intent,” Foley & Lardner Partner Aaron T. Maguregui told Fierce Healthcare in an email. “If the user intended to visit the covered entities website to obtain healthcare services, then their data is PHI. If the user landed on the website by mistake or to see if the company was hiring, their data is not PHI.   So, while interesting and a good reminder these issues still exist, this update does not help regulated entities with HIPAA privacy issues. — Read the full story from Fierce Healthcare         LinkedIn LinkedIn testing "TikTok for Professionals" Source: eMarketer A LinkedIn user video captured a beta test of a video feed that looks similar to TikTok or Instagram Reels. What this means is anyone's guess (and trust me they are guessing) but one of my social strategy colleagues reminded me that the platform also tested a Stories version as well but dumped it (don't talk to the audience -Ed.). Image link goes to LinkedIn post   This one may stick though. Emarketer highlights in their story that B2B video just keeps growing.  Image adapted for email from eMarketer source   I guess time will tell. — Read the full story from eMarketer         FDA Roundup Stories from and about the FDA Real-World Evidence: Considerations Regarding Non-Interventional Studies for Drug and Biological Products     Co-sponsored Public Meeting – Food and Drug Administration/Medical Device Innovation Consortium Symposium on Computational Modeling and Simulation – April 16 – 17, 2024     Warning letter for animal Rx product               Klick Ideas Exchange   — idx.klick.com     Have you explored IDX yet?   Featuring a wide selection of the most relevant videos, original interviews, articles, and POVs, Klick Ideas Exchange (IDX) provides industry leaders with tailored insights to support innovative and exponential thinking. 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