The era of random AI experimentation is over. Instead, marketers implementing AI in the creative process are becoming more intentional and sophisticated in their planning around AI tools. They’re using AI review boards and councils to vet their results, and lab-like setups to track deployment of different tools. They’re measuring results to benchmark AI vs. non-AI creative. And they’re focused on gauging AI’s performance and ROI.
These insights come from “Unlocking AI for Creative Generation and Optimization,” new research from Yieldmo and Ascendant Network, based on interviews with agency and brand advertising executives.
Among the key AI trends identified:
Learning the AI ropes: Execs interviewed identified a palpable sense of urgency to get personally comfortable with AI. Top use cases: Creative ideation was the most common way AI is being used, but other applications like landing page optimization bubbled up. Oversight needed: There’s still discomfort in passing campaigns to AI, and human oversight will be needed as the technology pushes the boundaries of creative development.
Take a more strategic approach to using AI in your campaigns. Download the research.