How Generative AI is revolutionising creative ad campaigns - Brand ...
Like every other industry, the advertising industry is undergoing a significant transformation driven by advances in technology like Generative AI. The new wave of AI technology, like Open AI’s ChatGPT and Google’s Gemini, is changing the methodology of how creative ad campaigns are conceptualised, designed and executed as well. As brands seek to capture consumer attention in an increasingly crowded marketplace, GenAI is offering new opportunities to enhance creativity, streamline processes and deliver segment-wise personalised content. A report by Salesforce has revealed that 75% of marketers are either experimenting with or have fully implemented AI into their workflows.
The Creative Process 2.0
Gen AI is reshaping the creative process by automating tasks that were traditionally considered time-consuming and labor-intensive. According to a report by McKinsey, companies that leverage AI in their marketing are witnessing a revenue uplift of up to 15% and a sales ROI (return on investment) uplift of up to 20%. For example, AI tools can generate multiple versions of ad copy, design layouts, and even entire video scripts in a fraction of the time it would take a human team. This efficiency allows marketers to experiment with different creative approaches, test them in real-time, and quickly iterate based on performance data. The ability to produce high-quality creative content at scale is enabling brands to be more agile and responsive to market trends.
One of the applications of generative AI in creative ad campaigns is in the area of visual content creation. Furthermore, another report by Adobe stated that nearly 62% of creative professionals who use Gen AI say it is reducing the time they spend on tasks by about 20%. Tools like DALL-E and Midjourney can generate images based on text prompts, which allows marketers to create unique visuals that align with their brand messaging. Reportedly, this capability is particularly valuable in industries where visual appeal is critical, such as fashion, automotive, and consumer goods.
Personalised targeting
Personalisation is seemingly becoming a key driver of success in modern advertising, and Gen AI is playing a crucial role in enhancing this capability. AI-powered tools can analyse vast amounts of consumer data to generate personalised ad content that resonates with individual preferences and behaviours. According to Salesforce, 73% of customers expect companies to understand their unique needs and expectations, and 65% of consumers say they will remain loyal to companies that offer a more personalised experience. Gen AI can also produce visuals and video content so that marketers can adapt to different audience segments. As a result, brands can create more meaningful connections with their audiences and improve the overall effectiveness of their ad campaigns. New Epsilon research states that 80% of consumers are more likely to purchase when brands offer personalised experiences.
A report by PwC estimates that AI will contribute up to $15.7 trillion to the global economy by 2030, with a significant portion coming from marketing and advertising. Brands that embrace Gen AI today will be better positioned to engage with their audiences in new ways. However, it is crucial for marketers to remain mindful of the ethical and creative considerations as they integrate AI into their campaigns. By doing so, they can harness the power of AI while preserving the artistry and authenticity that are at the heart of successful advertising.
